Leveraging philanthropic behavior for customer support: The case of user support forums

Wael Jabr, Radha Mookerjee, Yong Tan, Vijay S. Mookerjee

Research output: Contribution to journalArticlepeer-review

Abstract

Online user forums for technical support are being widely adopted by IT firms to supplement traditional customer support channels. Customers benefit from having an additional means of product support, while firms benefit by lowering the costs of supporting a large customer base. Typically these forumsl^pulated with content generated by users, consisting of questioners (solution seekers) and solvers (solution providers). While questioners can be expected to keep returning as long as they can find answers, firms must employ different means in order to recognize and encourage the contributions of solvers. We identify and compare the impact of two widely adopted recognition mechanisms on the philanthropic behavior of solvers. In the first mechanism, feedback-based recognition, solver contribution is evaluated by questioners. In the second mechanism, quantity-basedrecognition, allcontributionsareweightedequallyregardlessofquestioner feedback We draw on the pro-social behavior literature to identify four drivers of solver contribution: (1) peer recognition, (2) image motivation, (3) social comparison, and (4) social exposure. We show that the choice ofrecognitionmechanismstronglyinfluencesasolver'sproblem-solvingbehavior, highlightingtheimportance of the firm's decision in this regard. We address issues of solvers self-selecting a type of recognition mechanism by using propensity score analysis in order to show that solver behavior is a result of forum conditioning We also study the impact of the recognition mechanism on forum quality and the effectiveness of support to draw comparative analytics.

Original languageEnglish (US)
Pages (from-to)187-208
Number of pages22
JournalMIS Quarterly: Management Information Systems
Volume38
Issue number1
DOIs
StatePublished - Mar 1 2014

All Science Journal Classification (ASJC) codes

  • Management Information Systems
  • Information Systems
  • Computer Science Applications
  • Information Systems and Management

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