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Concluding Remarks
Based on the integrated conceptual model of CCBproposed in this chapter, the opportunities and threats with online technology as a complaint
communication channel are discussed. With the Internet, consumers have been empowered with reduced
physical and psychological costs of voicing their complaints as well as sharing their experiences
with other consumers. The challenge that marketers are facing now is how to make use of the
consumer’s increased coping potential that comes with the availability of technology. Based on an
evaluation of the unique characteristics of their business, it is suggested that marketers may want
to consider focusing their resources on: (1) clearly communicating their responsiveness to
consumers, (2) adequately managing communication channels with consumers, and (3) strengthening
their brand equity. Given the rapid advancement of the Internet and its communication capabilities,
the time is probably ripe for further research into the intricate dynamics between consumers and
companies. To that end, the conceptual model proposed in this chapter will serve as a useful road
map.
