The Internet has led to the rise of complaint sites where consumers share negative experiences, prompting companies to adopt anti-domain sites to prevent these forums. Analyzing data from one such complaint forum, the study examines the nature of complaints, prior attempts to resolve issues, the role of the Internet in the complaint process, company responsiveness, and demographics of users. It suggests that companies should embrace complaints and compete with independent forums by making the complaint process easy and ensuring high responsiveness. Recommendations specific to Internet use and benefits to companies are provided.
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Jean Harrison‐Walker, L. "E‐complaining: a content analysis of an Internet complaint forum." Journal of Services marketing 15.5 (2001): 397-412.
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