Addressing consumer complaints on social media: the effects of relational and accommodative communication strategies on consumer responses

Purpose This study examined corporate communication strategies designed to effectively address routine consumer complaints on social media and transform them into relationship-building opportunities. Drawing from relationship maintenance and conflict/crisis communication literature, two communicative approaches were explored: relational strategies (communicated relational commitments and conversational voice) and accommodative strategies. Design/methodology/approach A nationwide US consumer survey was conducted to test the proposed model. Findings The results showed that communicating relational commitments directly enhances consumer trust and fosters supportive intentions. Additionally, using a conversational voice indirectly influenced these outcomes through the mediating factor of perceived humanness. The accommodative strategy also effectively fostered trust and supportive intentions among consumers. Originality/value This study extends the application of relational maintenance strategies to online consumer complaints. Though conversational voice does not address core complaint issues, the findings reveal its positive ripple effects via perceived humanness. The study clarifies prior inconsistencies in research on accommodative vs defensive strategies for handling online complaints, offering practical insights for organizations to strengthen customer relationships through effective complaint management.