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User-generated content behaviour of the dissatisfied service customer

机译：用户生成的不满意服务客户的内容行为

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Purpose - This study aims to focus on the motivation of service customers to create user-generated content (UGC) after a negative service experience. In examining this relationship, the moderating role of "extraversion" personality trait is also taken into consideration. Furthermore, the paper examines how differently motivated service customers react to a firm's service recovery strategies, whilst insights into the relationship between UGC creation and specific online platform usage are also provided. Design/methodology/approach - Structural Equation Modeling is used to test the conceptual model, based on an empirical dataset collected from an online survey research of 239 service customers. The dataset pertains to international travellers and their UGC behaviour after a negative travel experience. Findings - Altruistic, vengeance and economic motivations are strong drivers for UGC creation after a negative service experience. Motivations also correlate to participation in specific online platforms. Furthermore, it is shown that highly extraverted customers create more UGC after a negative service experience when motivated by vengeance. Finally, higher levels of altruistic and self-enhancement motivations correlate with a positive attitude towards a firm's response, whereas customers who are motivated by vengeance have a negative attitude towards a firm's response. Practical implications - Customers who share their negative service experience by creating UGC in social media can be segmented according to their motivation. Service providers should inspect the UGC of their customers to understand the motivation behind it. The motivation to create UGC varies across platforms, and hence, customized service recovery strategies are required. Originality/value - This paper examines UGC creation in relation to motivation, extraversion, and attitude towards a firm's response. This is the first reported application which collectively examines important issues like these in a unified theoretical framework.
机译：目的-这项研究旨在着重于服务客户在获得负面服务体验后创建用户生成的内容（UGC）的动机。在研究这种关系时，还应考虑“外向”人格特质的调节作用。此外，本文研究了动机不同的服务客户如何对公司的服务恢复策略做出反应，同时还提供了有关UGC创建与特定在线平台使用之间关系的见解。设计/方法/方法-基于从239个服务客户的在线调查研究中收集的经验数据集，结构方程模型用于测试概念模型。该数据集与国际旅行者及其负面旅行经历后的UGC行为有关。调查结果-利他的，复仇的和经济的动机是产生负面服务经验后创建UGC的强大动力。动机还与参与特定的在线平台有关。此外，还显示出，由于报仇动机，外向型客户在负服务体验后会创建更多的UGC。最后，更高水平的利他和自我增强动机与对公司响应的积极态度相关，而受到复仇激励的客户对公司响应则持消极态度。实际意义-通过在社交媒体上创建UGC分享负面服务经验的客户可以根据其动机进行细分。服务提供商应检查其客户的UGC，以了解其背后的动机。创建UGC的动机因平台而异，因此需要定制的服务恢复策略。原创性/价值-本文研究了UGC在动机，外向性和对企业响应的态度方面的创造。这是第一个报告的申请，该申请在统一的理论框架中共同研究了诸如此类的重要问题。

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