AMA 2019 Winter Conference


CCom was present at the 2019 Winter Academic Conference of the American Marketing Association (AMA) - one of America's key meetings of leading marketing scholars. Here, our team shared its insights on consumers' complaining behaviors and ways how firms can effectively react to online criticism.

Reinhard Gohs (Seeburg Castle University) presented the findings of a joint collaboration with the CCom team entitled "The Evolution of Online Complainants’ Desires". This research emphasizes firms' abilities to influence dissatisfied consumers' desires to cause harm to the involved company after a service failure.