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Keywords: Complaint handling
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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
... reaction after a complaint is posted on Twitter; however, the complaint-handling process is longer, and both the customer and silent observers await a resolution. Future research could tackle subsequent stages of the process and different recovery strategies. Practical implications The study offers...
