October 22, 2012

Social media is fueling a complaint culture

In today's society, consumers are likely to complain given any opportunity, regardless of who is to blame. A study found that consumers were more likely to complain when they knew that they - not the product or company in question - were truly to blame for the problem at hand.

Social media have allowed people to complain much more easily and volubly than ever before about products and services if they have bad brand experiences, and corporations around the world have been developing new ways to address their concerns.

Consumers tend to feel better when they complain, studies show. But it turns out unbridled complaining may not be the answer when the consumer himself is at fault for the problem, according to new research from the University of British Columbia’s Sauder School of business.

Prior research has determined that when companies reassure consumers after they complain about a brand it gives them a feeling of satisfaction from airing a grievance; they are allowed to vent negative emotions, and they feel better after doing so.

Get the full story at the Financial Post