CO-DESTRUCTION, CO-REDUCTION AND CO-RECOVERY OF VALUE: HANDLING ORGANIZATIONAL COMPLAINTS IN E-COMMERCE

Abstract

The work proposes to identify the motivators that lead companies to incur co-destruction, co-reduction and co-recovery of value when dealing with organizational complaints in electronic commerce. With a sample of approximately 40,000 customer responses on the complaints website and application of Sentiment Analysis and Topic Modeling, the study located 17 motivators, distributed across eight dimensions. With the results, it was possible to develop a summary table, where corrective actions are suggested to reverse the loss of value during the handling of organizational complaints. As a complement, consequences arising from the co-destruction of value were identified, such as negative word-of-mouth and the consumer's desire for revenge towards the company. Another result was the so-called “Amazon Effect”, in which customers increase their demands when a company appears more efficient than others. Companies can apply the method to check their performance in the perception of consumers, since subjectivity must also be a point to consider. The importance is based on the knowledge added to the studies of marketing professionals and academics who research consumer behavior in the virtual world and to achieve success in dealing with and maintaining customer loyalty.