Effects of online managerial responses on observing customers: the impact of failure severity and complainant communication ability

Purpose This study aimed to analyze how online management response strategies affect observers’ purchase intentions, considering the moderation of complainant communication and failure severity. Design/methodology/approach A survey was conducted with 671 Brazilian consumers, and the data were analyzed using partial least squares structural equation modeling. Findings The results show that quick and personalized responses increase the satisfaction of observers, who recognize the company’s competence and commitment. Clarity in communication with the complainant proved to be relevant, especially in the relationship between personalization and satisfaction, enhancing the effects of personalized webcare. For responsiveness, the moderating impact was less significant. The severity of the fault only had a significant effect on the relationship between personalization and satisfaction, suggesting that the impact of personalization is reduced in situations of greater severity. Practical implications This study reinforces the importance of adjusting webcare strategies according to context, prioritizing personalization in simple interactions and increasing efficiency in more critical situations. Companies must adapt their communication to the expectations of observers in order to maximize satisfaction and purchase intentions. Originality/value This study contributes to the literature by approaching online communication as a triad involving company-customers-observers, demonstrating how elements of online interactions moderate the effects of two important managerial response strategies on potential consumers’ purchase intentions.