E‐customers' third party complaining and complimenting behavior

Purpose – To provide an initial framework for online third party complaining and complimenting behavior as a consequence of online product or customer service failure or success, using a third party consumer evaluation web site.Design/methodology/approach – Based on critical incidents supplied by consumers in a third party consumer forum web site, a clear picture of the type and frequency of online service failures and successes is expected to develop using critical incident technique and scientific text analyzing methods for qualitative analysis.Findings – The speed of shipping, shipping materials or packaging and customer service appear to be critical for the online transaction to be a success. Ease of ordering was shown to influence the likelihood of complimenting the most. The results provided support for the existence of bivalent satisfiers, monovalent satisfiers and monovalent dissatisfiers within the online retail environment.Research limitations/implications – Text analyzer has certain software li...