The adoption of technology-based customer complaining

Abstract

Purpose. To better understand the formation of customer attitudes and intentions to use technology-based customer complaining (TBCC) and the influence of individual and situational characteristics in this process.

Design / Methodology / Approach. Building on information systems research (Technology Acceptance Model (TAM)) and consumer research (Elaborate Likelihood Model (ELM)), a conceptual framework was developed. Survey data were analyzed using structural equation modeling techniques.

Findings Customer’s attitudes and TBCC usage intentions are explained by outcome and process characteristics. Attitude towards TBCC is also influenced by individual characteristics, but remains unaffected by situational characteristics. TBCC usage intentions are influenced by situational characteristics, but do not depend on individual differences. Surprising results were obtained for the moderating effects of individual differences in attitude formation.

Research implications Regarding the moderating effects of customer personality traits our study points to an interesting finding. The often used approach that aims to explain individual differences in information processing as a function of an individual’s ability to exert cognitive effort does not adequately predict the moderating influence of more affect-based characteristics in technology acceptance (opposite signs were consistently evidenced). Rather the consumption value perspective to information processing applies for these variables. This finding is important and future research is needed to further examine these seemingly conflicting results.

Practical implications The results of our study may help managers how to promote TBCC usage. This is relevant as TBCC may offer a new possibility to learn about and interact with dissatisfied customers.

Originality / Value Despite our knowledge that effective service recovery management should be a key strategy for all companies, research aimed at understanding customers’ acceptance of new channels to voice frustration is scant. This is particularly relevant as most customers defect when confronted with service failures.