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Online Customer Complaints and Defamation
Jönköping University, Jönköping International Business School, JIBS, Marketing and Logistics.ORCID iD: 0000-0002-6633-632X
University of South Africa.
2012 (English)In: Journal of Digital Marketing, ISSN 2229-595X, Vol. 3, no 1, 21-38 p.Article in journal (Refereed) Published
Abstract [en]

Customer dissatisfaction occurs when a customer believes that their expectations are not met by the organisation, resulting in a service failure. Some customers' response to this is to ignore it, others seek to communicate this to the organisation,while others engage in negative word-of-mouth (WOM) or revenge behaviour. These responses may also occur using digital media. When engaging in WOM or revenge behaviours, defamation may come about, either intentionally or through negligence. The purpose of the study was to examine a number of online complaints on a third-party website, made concerning a motor manufacturer to determine whether they amounted to defamation. Analysis of twenty-nine comments indicated that while the majority could not be regarded as defamatory, fivecontained elements of defamation. This is an area of law that must still develop in line with the demands of technology in the South African society

Place, publisher, year, edition, pages
2012. Vol. 3, no 1, 21-38 p.
Keyword [en]
Defamation; online complaints; customer complaints; Internet
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-20016Local ID: IHHMarketingISOAI: oai:DiVA.org:hj-20016DiVA: diva2:573414
Available from: 2012-11-30 Created: 2012-11-30 Last updated: 2015-11-23Bibliographically approved

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