Abstract

This study describes how consumer dissatisfaction, aggravated by inefficient after-sales service and the perception of injustice, leads the consumer to desire retaliation. The central form of retaliation identified empirically is negative online word-of-mouth communication, leading to extensive sharing of punitive actions related to consumers’ losses and disappointments. The study entails qualitative research using netnography as the data collection method to extract consumer posts from Facebook containing reports on user experiences. Content analysis enabled observation of four categories of negative online word-of-mouth behavior that represent the following key factors: dissatisfaction, inefficient post-sales service, perceived injustice, and desire to retaliate. Understanding the retaliation process through post-purchase negative word-of-mouth about a particular product is critical to reduce and adjust the characteristics that influence the perception of injustice, thereby decreasing the likelihood of the consumer making damaging declarations against the company.

摘要

这项研究描述了由于效率低下的售后服务和对不公正的认识而加剧的消费者不满情绪如何导致消费者渴望报复。根据经验确定的报复的主要形式是负面的网上口碑传播，从而导致与消费者的损失和失望有关的惩罚性行动得到广泛分享。该研究需要使用网络志作为数据收集方法进行定性研究，以从Facebook提取包含用户体验报告的消费者帖子。通过内容分析，可以观察到四种负面的在线口碑行为，这些行为代表以下关键因素：不满，售后服务效率低下，感知上的不公正和报复的愿望。