The Role of Public Commitment in Shaping the Effects of Complaints and Word of Mouth on Post-Voice Satisfaction

Prashanth Nyer, Chapman University
Mahesh Gopinath, Old Dominion University

Title: The Role of Public Commitment in Shaping the Effects of Complaints and Word of Mouth on Post-Voice Satisfaction

Authors: Prashanth U. Nyer (Chapman University) & Mahesh Gopinath (Old Dominion University)

Data were collected from 2126 automobile owners at a service center to investigate the coping mechanisms as a result of complaining vs. negative word of mouth. We investigate the motivations behind the urge to engage in complaining behavior and negative word of mouth and measure the levels of dissatisfaction after each method of coping.   We introduce the concept of public commitment to differentiate the process of word of mouth from complaining behavior and argue that this commitment will make the subject more dedicated to their level of dissatisfaction as opposed to those who complain to the company.
[ to cite ]:
Prashanth Nyer and Mahesh Gopinath (2006) ,"The Role of Public Commitment in Shaping the Effects of Complaints and Word of Mouth on Post-Voice Satisfaction", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 98-100.