Purpose – The purpose of this paper is to study the impact of customer care experiences voiced online on consumer choice of brand or company when purchasing products and services by including the level of usage of these sites, and consumer opinions about whether or not their comments would...

This paper examines the consumer online behavior through a survey of 340 Internet users. There has been considerable research on the consumer complaint and non-complaint behavior. However, since the online complaint sites and consumer use of these sites are fairly new, there has been very little...