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Consumer social voice in the age of social media: Segmentation profiles and relationship marketing strategies

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  • Melancon, Joanna Phillips
  • Dalakas, Vassilis

Abstract

Service failures, once handled quietly by customer service departments, are now played out on a highly public social media stage. These failures can result in not only the loss of a loyal consumer but also can negatively affect relationships with those watching the dialogue between disgruntled customers and organizations. The phenomenon of seeking resolution to service failures online is distinct from both traditional word-of-mouth and voice behaviors. This article introduces social voice: public complaining behavior that aims to change the behavior of the organization. A qualitative methodology defines eight dimensions of social voice and categorizes them by the strength of the relationship to the organization. Results indicate that appropriate response strategies differ based on social voice segment.

Suggested Citation

  • Melancon, Joanna Phillips & Dalakas, Vassilis, 2018. "Consumer social voice in the age of social media: Segmentation profiles and relationship marketing strategies," Business Horizons, Elsevier, vol. 61(1), pages 157-167.
    • Handle: RePEc:eee:bushor:v:61:y:2018:i:1:p:157-167
    DOI: 10.1016/j.bushor.2017.09.015
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    References listed on IDEAS

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    1. Grégoire, Yany & Salle, Audrey & Tripp, Thomas M., 2015. "Managing social media crises with your customers: The good, the bad, and the ugly," Business Horizons, Elsevier, vol. 58(2), pages 173-182.
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    Cited by:

    1. Frasquet, Marta & Ieva, Marco & Ziliani, Cristina, 2019. "Understanding complaint channel usage in multichannel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 94-103.
    2. Magdalena Rzemieniak & Joanna Wyrwisz & Katarzyn Toborek, 2021. "The Relationship between Consumers‘ Characteristics and the Expectations towards a Brand‘s Value," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 2), pages 264-277.
    3. Manisha Mathur, 2020. "Improving the value of the retailer brand through social media equity," Journal of Brand Management, Palgrave Macmillan, vol. 27(5), pages 508-530, September.
    4. Bruning, Patrick F. & Alge, Bradley J. & Lin, Hsin-Chen, 2020. "Social networks and social media: Understanding and managing influence vulnerability in a connected society," Business Horizons, Elsevier, vol. 63(6), pages 749-761.

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