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    An asymmetric configural model approach for understanding complainer emotions and loyalty
    (Elsevier Science Inc, 2016) Kasnakoglu, Berna Tari; Yilmaz, Cengiz; Varnali, Kaan
    Few works emphasize the emotional nature of customer complaint behavior, and those that do so fodis largely on negativity. The idea that specific emotions might lead to idiosyncratic reactions and that in some cases positive emotions may also-be aroused during the complaint experience has been largely neglected. The study explores this issue by identifying specific emotions experienced by complainers and then relating them to resulting complainer loyalty levels, separately under conditions where the outcomes of the complaint process is evaluated favorably versus unfavorably. Complaint texts posted on a well-known website are content analyzed and six types of emotions (hopeful, puzzled, recessive, befooled, offended, and hypersensitive), three types of texting styles (general, specific, and threatening), and five types of complainer concerns (financial, technical, psychological, social, and physical) are identified via content analyses. Configural analyses reveal 33 combination paths of these antecedent conditions for complainer loyalty and 65 different combinations for disloyalty. Results suggest that the specific emotions approach potentially explains more about complaining customer behavior compared to the more general valence-based approach, and that post-complaint loyalty depends considerably on complainer emotions, concerns, and texting styles experienced and expressed during the complaint process. (C) 2016 Elsevier Inc. All rights reserved.
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    How do firms benefit from customer complaints?
    (Elsevier Science Inc, 2016) Yilmaz, Cengiz; Varnali, Kaan; Kasnakoglu, Berna Tari
    The study explores the effects of two sets of factors relating to complaint management on firm performance, namely, (1)customer response factors and (2) organizational learning factors, thereby integrating organizational learning into the conceptualization of complaint management Symmetric testing using hierarchical regression analysis of data obtained from complainants and firm managers revealed the joint effects of the two main paths on firm performance, independently from one another. Learning from complaints is shown to influence both short- and long-term firm-level performance measures positively. However, contrary to expectations, complainants' and managers' perceptions of fairness in the complaint handling processes of firms are found to (1) be nonrelated to short-term firm performances and (2) influence long-term performance expectancies negatively. Asymmetric analyses involving contrarian cases and further utilizing the fuzzy-set qualitative comparative analysis (fsQCA) disclosed distinct sets of antecedents that are sufficient for explaining short- and long-term firm performance. (C) 2015 Elsevier Inc. All rights reserved.