As most customers prefer complaining on social media (vs. other mediums), firms must learn how to effectively deescalate negative, high arousal emotions through text-based exchanges to achieve service recoveries. With field studies and experiments, we identify ways to mitigate negative arousal in digital text-based interactions, specifically, active listening and empathy.
Herhausen, Dennis; Grewal, Lauren; Hill, Krista; Roggeveen, Anne; Villarroel Ordenes, Francisco Javier; Grewal, Dhruv. (2022). Deescalating Arousal in Social Media Complaints: Using Active Listening and Empathy to Enhance Customer Gratitude. In Association for Consumer Reserach Conference (ACR 2022) (pp. -- -). Association for Consumer Research. Isbn: 978-0-915552-84-9. https://www.acrwebsite.org/assets/ACR2022/FINAL PROGRAM-detailed_virtual-11-15.pdf.
Deescalating Arousal in Social Media Complaints: Using Active Listening and Empathy to Enhance Customer Gratitude
Villarroel Ordenes, Francisco;
2022
Abstract
As most customers prefer complaining on social media (vs. other mediums), firms must learn how to effectively deescalate negative, high arousal emotions through text-based exchanges to achieve service recoveries. With field studies and experiments, we identify ways to mitigate negative arousal in digital text-based interactions, specifically, active listening and empathy.
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