The Impact of Dialogue Dynamics in Online Service Resolution

Complaint handling by frontline employees (FLEs) is increasingly occurring in digital channels. Drawing on dialogical interaction analysis, we demonstrate that customer complaints with more negative language are more difficult to solve, but by using dominant language and matching the consumer’s linguistic style, FLEs can improve perceptions the complaint was resolved.


Francisco Villarroal Ordenes, Dhruv Grewal, Lauren Grewal, and Panagiotis Sarantopoulos (2019) ,"The Impact of Dialogue Dynamics in Online Service Resolution", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 29-34.


Francisco Villarroal Ordenes, University of Massachusetts, USA
Dhruv Grewal, Babson College, USA
Lauren Grewal, Dartmouth College, USA
Panagiotis Sarantopoulos, University of Manchester, UK


NA - Advances in Consumer Research Volume 47 | 2019

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