Table IV Complainants’ webcare and...

Table IV

Complainants’ webcare and post-webcare reactions (Study 2)

	Complainant-type
	Vindictive¹	Constructive²
Dependent variable: webcare satisfaction
Webcare
Accompanied^a	3.19^2a,2c	4.83^{1a,1b,1c, 2b,2c}
Defensive^b	3.16^2a,2c	4.02^2a,2c
No^c	2.99^2a,2c	3.08^{1a,1b,1c, 2a,2b}
Dependent variable: Post-webcare brand image
Webcare
Accompanied^a	3.34^2a,2c	4.88^{1a,1b,1c, 2b,2c}
Defensive^b	3.07^2a,2c	3.85^2a,2c
No^c	2.74^2a,2c	2.75^{1a,1b,1c, 2a,2b}
Dependent variable: post-webcare PWOM intention
Webcare
Accompanied^a	3.16^2a,2c	4.57^{1a,1b,1c, 2b,2c}
Defensive^b	3.04^2a,2c	3.63^2a,2c
No^c	3.12^2a,2c	2.78^{1a,1b,1c, 2a,2b}
Dependent variable: post-webcare brand satisfaction
Webcare
Accompanied^a	3.22^2a,2c	4.72^{1a,1b,1c, 2b,2c}
Defensive^b	2.94^2a,2c	3.69^2a,2c
No^c	2.93^2a,2c	2.86^{1a,1b,1c, 2a,2b}
Dependent variable: post-webcare brand loyalty
Webcare
Accompanied^a	3.15^2a,2c	4.75^{1a,1b,1c, 2b,2c}
Defensive^b	2.99^2a,2c	3.67^2a,2c
No^c	3.07^2a,2c	2.84^{1a,1b,1c, 2a,2b}
Dependent variable: post-webcare NWOM intention
Webcare
Accompanied^a	2.96^2b	3.19^2b
Defensive^b	2.87^2b	4.05^{1a,1b,1c, 2a,2c}
No^c	3.07^2b	3.05^2b

	Complainant-type
	Vindictive¹	Constructive²
Dependent variable: webcare satisfaction
Webcare
Accompanied^a	3.19^2a,2c	4.83^{1a,1b,1c, 2b,2c}
Defensive^b	3.16^2a,2c	4.02^2a,2c
No^c	2.99^2a,2c	3.08^{1a,1b,1c, 2a,2b}
Dependent variable: Post-webcare brand image
Webcare
Accompanied^a	3.34^2a,2c	4.88^{1a,1b,1c, 2b,2c}
Defensive^b	3.07^2a,2c	3.85^2a,2c
No^c	2.74^2a,2c	2.75^{1a,1b,1c, 2a,2b}
Dependent variable: post-webcare PWOM intention
Webcare
Accompanied^a	3.16^2a,2c	4.57^{1a,1b,1c, 2b,2c}
Defensive^b	3.04^2a,2c	3.63^2a,2c
No^c	3.12^2a,2c	2.78^{1a,1b,1c, 2a,2b}
Dependent variable: post-webcare brand satisfaction
Webcare
Accompanied^a	3.22^2a,2c	4.72^{1a,1b,1c, 2b,2c}
Defensive^b	2.94^2a,2c	3.69^2a,2c
No^c	2.93^2a,2c	2.86^{1a,1b,1c, 2a,2b}
Dependent variable: post-webcare brand loyalty
Webcare
Accompanied^a	3.15^2a,2c	4.75^{1a,1b,1c, 2b,2c}
Defensive^b	2.99^2a,2c	3.67^2a,2c
No^c	3.07^2a,2c	2.84^{1a,1b,1c, 2a,2b}
Dependent variable: post-webcare NWOM intention
Webcare
Accompanied^a	2.96^2b	3.19^2b
Defensive^b	2.87^2b	4.05^{1a,1b,1c, 2a,2c}
No^c	3.07^2b	3.05^2b

Note:

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

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