Interactive Complaint Communication: A Theoretical Framework and Research Agenda

Abstract

Despite the fact that complaints have been consistently defined as communicated expressions of dissatisfaction, little research has explored the communication that actually occurs during complaint interactions. To address this void in the research literature, this paper introduces the concept of Interactive Complaint Communication which focuses on the communication that takes place between complaining consumers and companies' customer service representatives. This focus is especially relevant today as progressive organizations increasingly institute sophisticated communication systems that encourage consumers to voice their complaints directly to customer service representatives. Given the potential importance of Interactive Complaint Communication to both consumer satisfaction and corporate profitability, a theoretical framework is presented for analyzing this specific form of communication. This framework is based on extensive prior research in the communication discipline regarding interpersonal argument, compliance gaining, and account analysis. Relevant research findings from communication studies in these three theoretical areas are reviewed and, finally, an agenda for future Interactive Complaint Communication research is proposed.