Antecedents to Intention to Engage in the Online Negative Word-of-Mouth Communication

Dien Mardhiyah, Basu Swastha Dharmmesta, B. M. Purwanto
(Submitted 7 January 2015)
(Published 12 June 2013)


Complaints delivered directly to a firm will not be a problem if they can be handled properly, while the ones that are not disclosed directly to the firm but to a third party or even warnings to others not to use particular products or services, will be negative word-of-mouth communication. It can damage the image of the firm and be very detrimental. The purpose of this study was to analyze the antecedents of intention to engage in negative online word-of-mouth communication that includes dissatisfaction, service importance, success of complaint, complaint benefit, self confidence, altruism, retaliatory intention, and complaint cost. Medical services were selected considering the impact caused by the negligence of the service provider possibly giving rise to negative word-of-mouth communication. The online environment has been considered because of the developments in technology which provide opportunities for consumers to communicate with ach other. In addition, the dissemination of information through online media can spread incredibly widely and rapidly. The samples in this study comprised consumers of medical services who had disappointing experiences in using those services either directly or indirectly. A total of 123 questionnaires were analyzed with multiple regression analysis to test the research hypothesis. The results showed that the factors influencing the intentions behind negative online word-of-mouth communication were success of complaint, altruism, retaliatory intention, and complaint cost.                      

Full Text: PDF

DOI: 10.22146/gamaijb.5698


Aaker, J., A. Drolet, and D. Griffin. 2008. Recalling mixed emotion. Journal of Consumer Research 35 (August): 268-278.

Bailey, K. D. 1994. Methods of Social Research (4th ed.). New York: The Free Press.

Brown, S. W., and T. A. Swartz.1984. Consumer medical complaint behavior: Determinants of and alternatives to malpractice litigation. Journal of Public Policy and Marketing (3): 85-98

Cho, Y., I. Im, R. Hiltz, and J. Fjermestad. 2002. The effects of post-purchase evaluation factors on online vs. offline customer complaining behavior: Implications for customer loyalty. Advances in Consumer Research (29): 318-326

Cooper, D. R., and C. W. Emory. 2001. Business Research Methods (7th ed.). New York: McGraw-Hill Companies, Inc.

Fernandes, D. V. der H., and Cristiane P. dos S. 2007. Consumer complaining behavior in developing countries: The case of Brazil. Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior (20): 86-109.

Goetzinger, L., J. K. Park, and R. Widdows. 2006. E-customers’ third party complaining and complimenting behavior. International Journal of Service Industry Management. (17): 193-206.

Ghozali, I. 2005. Aplikasi Analisis Multivariate dengan Program SPSS. Semarang: Badan Penerbit Universitas Diponegoro

Grégoire, Y., and R. J. Fisher. 2006. The effects of relationship quality on customer retaliation. Market Lett (17): 31-46.

Gruen, T. W., T. Osmonbekov, and A. J. Czaplewski. 2006. eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research (59): 449-456.

Hair, J. F., C. B. William, B. J.Babin, R. E.Anderson, and R. L.Tatham. 2010. Data Analysis Multivariate (7th ed.). Upper Saddle River, New Jersey: Prentice Hall International, Inc

Heung, V. C. S., and T. Lam. 2003. Customer complaint behavior towards hotel restaurant services. International Journal of Contemporary Hospitality Management (15): 283-289.

Kotler, P., and K. L. Keller. 2006. Marketing Management (12th ed.). Upper Sadle River. New Jersey: Pearson Prentice Hall International, Inc.

Laczniak, R. N., T. E. DeCarlo, and, S. N. Ramaswami. 2001. Consumers’ responses to negative word-of-mouth communication: An attribution theory perspective. Journal of Consumer Psychology (11): 57-73.

Lau, G. T, and S. Ng. 2001. Individual and situational factors influencing negative word-of-mouth behavior. Canadian Journal of Administrative Science (18): 163-178.

Mattila, A. S., and J. Wirtz. 2004. Consumer complaining to firms: Determinants of channel choice. Journal of Service Marketing (18): 147-155.

McClave, J. T., and T. Sincich. 2003. Statistics. (9th ed.). Upper Saddle River. New Jersey: Prentice-Hall Inc.

Monroe, K. R. 1994. A fat lady in a corset: Altruism and social theory. American Journal of Political Science 38 (4) (November): 861-893.

Moyer, M. S. 1984. Characteristics of consumer complainants: Implications for marketing and public policy. Journal of Public Policy and Marketing (3): 67-84.

Oh, D.-G. 2004. Complaining behavior of academic library users in South Korea. The Journal of Academic Librarianship (30): 136-144.

Oster, S. 1980. The determinants of consumer complaints. The Review of Economics and Statistics (62): 603-609.

Purwanto, B. M. 2002. The effect of salesperson stress factors on job performance. Jurnal Ekonomi dan Bisnis Indonesia (17): 150-169.

Saxby, C. L., P. K. Tat, and J. T. Johansen. 2000. Measuring consumer perceptions of procedural justice in a complaint context. The Journal of Consumer Affair (34): 204-216.

Singh, J., and S. Pandya. 1991. Exploring the effects of consumer’s dissatisfaction level on complaint behavior. European Journal of Marketing (25): 7-21.

Solomon, M. R. 2007. Consumer Behavior: Buying, Having, and Being (7th ed.). Upper Saddle River. New Jersey: Prentice Hall Int’l Inc.

Tax, S. S., S. W. Brown, and M. Chandrasekaran. 1998. Customer evaluations of service complaint experiences: Implications of relationship marketing. Journal of Marketing Research (36): 60-76.

Tronvoll, B. 2007. Customer complaint behavior from the perspective of the service-dominant logic of marketing. Managing Service Quality (17): 601-620.

Umberger, W. J., D. D T. McFadden, and A. R. Smith. 2009. Does altruism play a role in determining U.S. consumer preferences and willingness to Pay for Natural and Regionally Produced Beef? Agribusiness (25): 268-285.

Vargo, S. L., and R. F. Lusch. 2004. Evolving to a new dominant logic for marketing. Journal of Marketing (68): 1-17.

Zeithaml, V. A., and M. J. Bitner. 2003. Service Marketing: Integrated Customer Focus Across the Firm (Int’l edition). NewYork: McGraw-Hill Companies, Inc.


  • There are currently no refbacks.

Copyright (c)