Online complaint communication strategy: an integrated management framework for e-businesses

The purpose of this chapter is to provide a holistic framework of contemporary complaint communication management on the Internet. Specifically, a model for e-businesses strategy is put forward which integrates the communication perspective of online complainers, the company as respondents and observers who follow the complaint dialogue online. In acknowledgement of the active or passive influence of each communication participant on the exchange process, the particular characteristics of online complaint psychology, electronic communication channels and related management systems are reflected within a circular process model that highlights the need for e-managers to develop and implement strategic means to proactively control and respond to negative publicity on the Internet. By distinctively focusing on studies from communication psychology, strategic management, marketing and Information technology that were conducted in an online environment, this chapter aims to address the lack of literary integration with regards to the unique managerial demands posed through online complaint communication paradigms.