Self‐service technology complaint channel choice

N. Robertson
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引用次数: 37

Abstract

Purpose – This study aims to explore consumers' motives for their choice of complaint channel in the context of self‐service technology (SST) failure. Traditional and evolving communication channels are considered.Design/methodology/approach – Qualitative self‐report data from consumers who had recently experienced dissatisfaction with SSTs were collected via an open‐ended survey question. Three independent coders used a deductive and inductive iterative process to code the data.Findings – The findings suggest that both consumer complaint behaviour (CCB) theory and media richness theory (MRT) help to explain consumers' motivation for channel choice. However, consumers' choice appears to be motivated to a greater degree by convenience rather than task‐medium fit.Research limitations/implications – This study was set solely in the SST context and explored consumers' hypothetical complaint channel choice, not actual channel use. Future research could examine the actual performance of complaint channels as pe...
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自助服务技术投诉渠道选择
目的:本研究旨在探讨在自助服务技术(SST)失败的背景下,消费者选择投诉渠道的动机。考虑了传统的和不断发展的通信渠道。设计/方法/方法-通过开放式调查问题收集最近对SSTs不满的消费者的定性自我报告数据。三个独立的编码员使用演绎和归纳迭代过程对数据进行编码。研究结果-研究结果表明,消费者投诉行为(CCB)理论和媒体丰富度理论(MRT)都有助于解释消费者的渠道选择动机。然而,消费者的选择似乎在更大程度上是由便利性而不是任务-中等契合度驱动的。研究局限性/启示-本研究仅在SST背景下进行设置,并探讨了消费者假设的投诉渠道选择,而不是实际的渠道使用。未来的研究可能会考察投诉渠道的实际表现。
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