Customer e-complaining behaviours using social media

M. S. Balaji, Subhash Jha, Marla B. Royne

Research output: Journal PublicationArticlepeer-review

41 Citations (Scopus)


This paper develops a conceptual framework about customer complaining behaviours (CCB), using social media. Specifically, this research expands the current understanding of CCB by examining the differential impact of unfairness, firm response, retaliation, locus attribution, stability attribution, and personal identity on public complaining and private complaining using social media, and their subsequent impact on post-complaining satisfaction (PCS) and loyalty. Public complaining refers to customer complaints directed to a service provider, while private complaining refers to service failure complaints directed towards other customers. A structural equation model shows that high levels of unfairness, firm response, locus, and personal identity have a strong influence on public complaining, while desire for retaliation is a significant factor influencing private complaining. The findings contribute to practice by providing useful and pertinent information for developing suitable web care interventions to effectively deal with public complaining and private complaining through social media platforms.

Original languageEnglish
Pages (from-to)633-654
Number of pages22
JournalService Industries Journal
Issue number11-12
Publication statusPublished - 10 Sept 2015
Externally publishedYes


  • attribution theory
  • complaining behaviour
  • justice theory
  • service failure
  • social media

ASJC Scopus subject areas

  • Strategy and Management
  • Management of Technology and Innovation


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