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Keywords: Company response style
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Journal Articles
Why should you respond to customer complaints on a personal level? The silent observer's perspective
Journal of Research in Interactive Marketing (2021) 15 (4): 661–684.
Published: 14 July 2021
...Inés López-López; Mariola Palazón; José Antonio Sánchez-Martínez Purpose This paper analyzes the effect of company response style and complaint source on silent observers' reactions to a service failure episode vented on Twitter. Design/methodology/approach In a 2 × 2 experimental design...
