Negative word of mouth communication: consumer complaint websites

This research document investigates the factors behind the creation, continued maintenance, and intended outcomes of consumer complaint websites. The research presented is aimed to close theoretical and managerial gaps within the knowledge of the subject. The findings apparent in this research found that service recovery failures are more influential to the creation of complaint websites than the initial service failure. It also found that a perceived sense of unity with website visitors is likely to influence the continued upkeep of complaint websites. The findings indicate that the main intention of complaint websites is to help other consumers. Finally, the research indicates that the type of relationship held with a company is not a moderating factor in the creation of complaint websites.