Online Public Complaining for Help Seeking
I complained to the Web site …
•To have other customers help me with my disagreement.
•To ask others about the right approach to deal with the firm.
•To solicit the expertise of other customers about my issue with the firm.
•So other customers could advise me on the best way to reach a settlement.
7pt – Strongly (dis)agree
Source: When customer love turns into lasting hate: The effects of relationship strength and time on customer revenge and avoidance. Yany Grégoire, Thomas M. Tripp, Renaud Legoux. Journal of Marketing, Vol 73(November), 2009, 18-32