Electronic Word-of-Mouth Response

20 Pages Posted: 29 Aug 2017

See all articles by Lawrence White

Lawrence White

Oklahoma State University - Stillwater

Date Written: September 8, 2017


Responding to consumer complaints is not a new phenomenon in academic research. Krapfel (1988) developed a complaint response model (CRM) when investigating face-to-face interactions between consumers as salespeople. In developing this paper, the author used CRM as the theoretical framework for exploring responses to electronic word of mouth (eWOM). Similar to CRM, the responder’s perception of eWOM mediates the message and response. The author also hypothesizes Organizational Identification (OI) moderates the responder’s perception while Customer Orientation (CO) moderates the response.

Keywords: complaint response model, electronic word of mouth, Organizational Identification, Customer Orientation

Suggested Citation

White, Lawrence, Electronic Word-of-Mouth Response (September 8, 2017). Seventh International Engaged Management Scholarship Conference, Available at SSRN: https://ssrn.com/abstract=3027095 or http://dx.doi.org/10.2139/ssrn.3027095

Lawrence White (Contact Author)

Oklahoma State University - Stillwater ( email )

Stillwater, OK 74078-0555
United States

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