Open Voice or Private Message? The Hidden Tug-of-War on Social Media Customer Service He, Shu Lee, Shun-Yang Rui, Huaxia 2019-01-03T00:51:25Z 2019-01-03T00:51:25Z 2019-01-08
dc.description.abstract We study customers’ and brands’ preferences towards public and private customer service interactions on social media. Using a natural experiment where the ease of private communication with a brand is exogenously and significantly increased, we found that complaining customers prefer to do so publicly while some non-complaining customers prefer to communicate privately. However, through a randomized field experiment, we found that firms prioritize complaints received from the private channel over complaints received from the public channel. Therefore, brands, well aware of the risk of subjecting its customer service under public scrutiny, prefer complaints communicated privately and seem to nudge customers towards switching back to the traditional mode of customer service where all interactions are private. The divergent preferences towards open voice and private message suggest a hidden tug of war between the traditional delivery of customer service featuring brand control and social media customer service featuring transparency and openness.
dc.format.extent 10 pages
dc.identifier.doi 10.24251/HICSS.2019.795
dc.identifier.isbn 978-0-9981331-2-6
dc.language.iso eng
dc.relation.ispartof Proceedings of the 52nd Hawaii International Conference on System Sciences
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 International
dc.subject Strategy, Information, Technology, Economics, and Strategy (SITES)
dc.subject Organizational Systems and Technology
dc.subject customer complaint channel, customer service, field experiment, natural experiment, social media
dc.title Open Voice or Private Message? The Hidden Tug-of-War on Social Media Customer Service
dc.type Conference Paper
dc.type.dcmi Text
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