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

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.



Citation:

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.

Authors

Prashanth Nyer, Chapman University
Mahesh Gopinath, Old Dominion University



Volume

NA - Advances in Consumer Research Volume 33 | 2006



Share Proceeding

Featured papers

See More

Featured

P11. A Price Premium on A Trivial but Weak Preferred Attribute Increase Choice: The Roles of Scarcity, Arousal and Perceived Risk

Yueyan Wu, Hunan University, China
Chunyan Xie, Western Norway University of Applied Sciences
Zhi Yang, Hunan University, China
Luluo Peng, Hunan University, China

Read More

Featured

F6. Can CSR Save a Firm From a Crisis? A Role of Gratitude in the Buffering Effect of CSR on Consumer Vindictive Behavior.

Junghyun Kim, NEOMA Business School
Taehoon Park, University of South Carolina, USA
Myungsuh Lim, Sangji University

Read More

Featured

G12. The Effect of (Non-)appetizing Ambient Scents on Consumers’ Affinity Toward Vices and Virtues in the Retail Environment

Corinne M Kelley, Florida State University
Anders Gustafsson, Karlstad University
Poja Shams, Karlstad University
Martin Mende, Florida State University
Maura Scott, Florida State University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.