Table III Complainants’ webcare and...

Table III

Complainants’ webcare and post-webcare reactions (Study 1)

	Complainant-type
	Vindictive¹	Constructive²
Dependent variable: post-webcare brand satisfaction
Webcare
Accompanied^a	3.65^2a,2c	4.39^{1a,1b,1c, 2b,2c}
Defensive^b	3.51^2a,2c	3.67^2a,2c
No^c	3.23^2a,2c	2.79^{1a,1b,1c,2a,2b}
Dependent variable: Post-webcare brand image
Webcare
Accompanied^a	3.71^2a,2c	4.44^{1a,1b,1c, 2b,2c}
Defensive^b	3.40^2a,2c	3.50^2a,2c
No^c	3.08^2a,2c	2.51^{1a,1b,1c, 2a,2b}
Dependent variable: Post-webcare PWOM intention
Accompanied^a	3.51^2a,2c	4.35^{1a,1b,1c, 2b,2c}
Defensive^b	3.37^2a,2c	3.31^2a,2c
No^c	3.45^2a,2c	2.54^{1a,1b,1c, 2a,2b}
Dependent variable: Post-webcare brand satisfaction
Accompanied^a	3.57^2a,2c	4.30^{1a,1b,1c, 2b,2c}
Defensive^b	3.25^2a,2c	3.35^2a,2c
No^c	3.25^2a,2c	2.60^{1a,1b,1c, 2a,2b}
Dependent variable: post-webcare brand loyalty
Webcare
Accompanied^a	3.51^2a,2c	4.32^{1a,1b,1c, 2b,2c}
Defensive^b	3.32^2a,2c	3.34^2a,2c
No^c	3.41^2a,2c	2.59^{1a,1b,1c, 2a,2b}
Dependent variable: post-webcare NWOM intention
Webcare
Accompanied^a	3.29^2b	3.55^2b
Defensive^b	3.19^2b	4.50^{1a,1b,1c, 2a,2c}
No^c	3.37^2b	3.39^2b

	Complainant-type
	Vindictive¹	Constructive²
Dependent variable: post-webcare brand satisfaction
Webcare
Accompanied^a	3.65^2a,2c	4.39^{1a,1b,1c, 2b,2c}
Defensive^b	3.51^2a,2c	3.67^2a,2c
No^c	3.23^2a,2c	2.79^{1a,1b,1c,2a,2b}
Dependent variable: Post-webcare brand image
Webcare
Accompanied^a	3.71^2a,2c	4.44^{1a,1b,1c, 2b,2c}
Defensive^b	3.40^2a,2c	3.50^2a,2c
No^c	3.08^2a,2c	2.51^{1a,1b,1c, 2a,2b}
Dependent variable: Post-webcare PWOM intention
Accompanied^a	3.51^2a,2c	4.35^{1a,1b,1c, 2b,2c}
Defensive^b	3.37^2a,2c	3.31^2a,2c
No^c	3.45^2a,2c	2.54^{1a,1b,1c, 2a,2b}
Dependent variable: Post-webcare brand satisfaction
Accompanied^a	3.57^2a,2c	4.30^{1a,1b,1c, 2b,2c}
Defensive^b	3.25^2a,2c	3.35^2a,2c
No^c	3.25^2a,2c	2.60^{1a,1b,1c, 2a,2b}
Dependent variable: post-webcare brand loyalty
Webcare
Accompanied^a	3.51^2a,2c	4.32^{1a,1b,1c, 2b,2c}
Defensive^b	3.32^2a,2c	3.34^2a,2c
No^c	3.41^2a,2c	2.59^{1a,1b,1c, 2a,2b}
Dependent variable: post-webcare NWOM intention
Webcare
Accompanied^a	3.29^2b	3.55^2b
Defensive^b	3.19^2b	4.50^{1a,1b,1c, 2a,2c}
No^c	3.37^2b	3.39^2b

Note:

Within each cell, superscripts indicate significant differences to other cells (p < 0.05 or better)

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