Figure 2
The image contains two line graphs side by side. The left graph represents the airline context, while the right graph represents the hotel context. Both graphs illustrate the relationship between a brand's accommodative response and bystanders' brand attitude, moderated by the tone of complaints, either civil or uncivil. The x-axis of each graph is labeled 'Brand's Accommodative Response,' ranging from 1.0 to 2.0. The y-axis is labeled 'Bystanders' Brand Attitude,' ranging from 1 to 7. Each graph includes two lines: one for civil complaints and one for uncivil complaints. In both contexts, the line for civil complaints shows a steeper positive slope compared to the line for uncivil complaints, indicating that accommodative responses have a stronger positive effect on brand attitude when complaints are civil. The civil complaint line in the airline context has an R-squared value of 0.073, while the uncivil complaint line has an R-squared value of 0.034.(a) Airline context: Complaint tone moderating accommodative response and brand attitude. (b) Hotel context: Complaint tone moderating accommodative response and brand attitude