Consumer complaint channel choice in self-service technology encounters
Robertson, Nichola and Shaw, Robin 2006, Consumer complaint channel choice in self-service technology encounters, in ANZMAC 2006 : Advancing theory, maintaining relevance, proceedings, Queensland University of Technology, School of Advertising, Marketing and Public Relations, Brisbane, Qld., pp. 1-7.
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Australian and New Zealand Marketing Academy Conference
Queensland University of Technology, School of Advertising, Marketing and Public Relations
Place of publication
Consumers’ choice of channel to communicate complaints, following the decision to voice to the organisation, has received very little research attention. This study contributes to filling this gap by exploring the drivers of consumers’ choice of complaint channel in the self-service technology (SST) context. Surprisingly, in this context, consumers have often chosen interpersonal complaint channels over electronic channels, resulting in some of the value of using SSTs being lost for consumers and organisations alike. Preliminary findings indicate that the perceived ease of use, the likelihood of organisational response, the desire for social interaction and the source of the SST-related complaint, might provide some clues as to the organisational strategies that can be used to encourage greater utilisation of technology-based complaint channels.
Reproduced with the specific permission of the copyright owner.
Field of Research
150599 Marketing not elsewhere classified
Socio Economic Objective
970115 Expanding Knowledge in Commerce, Management, Tourism and Services
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