CLASSIFYING ONLINE CUSTOMER COMPLAINTS: A MULTIAGENT PERSPECTIVE

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Marmara Business Review
Volume:7 Issue:1
CLASSIFYING ONLINE CUSTOMER COMPLAINTS: A MULTIAGENT PERSPECTIVE

CLASSIFYING ONLINE CUSTOMER COMPLAINTS: A MULTIAGENT PERSPECTIVE

Pages : 158-179

View : 20 | Download : 6

Publication Date : 2022-06-27

Article Type : Research Paper

Abstract :This study conducted a content analysis of an online Turkish complaint website to classify online customer complaints about service failures in multi-agent situations of a tourism service supply chain. A total of 400 incidents were collected regarding 422 service failures. The complaints fell into four failure groups: Actual Service, Supplier’s Service, Service Provider’s Employees, and Supplier’s Employees. The findings support the previous literature in a different context by demonstrating that, within a multi-agent context, customers consider the whole service delivery experience. They may therefore integrate or transfer their emotions or behavioral attitudes from the principals insert ignore into journalissuearticles values(e.g., travel agencies); to agents insert ignore into journalissuearticles values(e.g., hotels); or vice-versa.
Keywords : service failure, multi agents, agency theory, tourism supply chain

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