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Chapter V: Consumer ComplaintBehavior in the Online Environment
Ji-Young Hong
University of Texas at Austin, USA
Wei-Na Lee
University of
Texas at Austin, USA
Abstract
The emergence of the Internet and its communication capabilities have
changed the way consumers communicate their negative experiences with products and services. This
chapter offers a comprehensive assessment of the Internet as a viable complaint communication
channel and details its related threats and opportunities. An integrated conceptual model of
consumer complaint behavior is proposed. It is suggested that an in-depth understanding of the
psychological mechanisms that underlie consumer complaint behavior and the characteristics of
online communication as well as the characteristics of the business may be essential in taking
advantage of the Internet as a complaint communication channel. Managerial implications and
recommendations for practical implementation are also suggested.
