Figure 1
Perceptions of online complaint handling are modelled through linked constructs with reported beta values and explained variance. Response strategy, R S, includes replying only to negative comments or to some positive and negative comments. Account type, A T, includes standard or humanised accounts. Response type, R T, includes defensive or accommodative responses. These three inputs connect to perceptions of the firm response, F R, defined as helpful, emotional, and credible, with R 2 equal to 0.24, and to complaint satisfaction, C S, with R 2 equal to 0.36. Paths from A T to F R show beta values of negative 0.55 and negative 0.44. Paths from R T to C S show beta 1.36. F R links to perceptions of customer orientation, C O, with beta 0.23 and C O has R 2 equal to 0.57. C S links to C O with beta 0.49. C O links to attitude toward the firm, A F, with beta 0.34 and A F has R 2 equal to 0.64. F R also links directly to A F with beta 0.18. C S links directly to A F with beta 0.34. Additional direct paths include R S to A F with beta negative 0.26 and R T to A F with beta 0.17. Control variables include region of data collection beta 0.32, age beta 0.09, gender beta negative 0.03, active social media user beta 0.01, active commenter beta 0.09, scenario realism beta negative 0.03, ease of imagining the situation beta negative 0.01, and realistic firm response behaviour beta negative 0.08. Model fit index N F I equals 0.93. Significant indirect effects include R S to C O to A F beta negative 0.09, R T to F R to A F beta 0.21, R T to F R to C O to A F beta 0.09, R T to C O to A F beta 0.46, R T to C S to C O to A F beta 0.22, interaction of A T and R T to C S to A F beta negative 0.17, and interaction of A T and R T to C S to C O to A F beta negative 0.08. Significance levels are indicated as three asterisks for p less than 0.001, two for p less than 0.01, and one for p less than 0.05.Path analysis
Source: Authors’ work