儘管越來越多的企業採用「網路客服討論區」作為抱怨的管道，多數企業對於如何因應網路抱怨則是毫無頭緒，而「網路客服討論區」中的抱怨者類型與應對策略也並未受到企管研究者系統性的注意。因此本研究透過深入訪談網路抱怨者及網路客服人員，了解網路抱怨行為，並試圖歸納出網路抱怨者的類型以及服務提供者針對各類型網路抱怨者所應採取的應對策略。
研究結果發現，網路抱怨者主要可用二分法區分為「態度良好」及「態度欠佳」兩類，其中「態度良好」類又可細分為「新手上路」與「好言相向」；「態度欠佳」類則可分為「惡言相向」、「加油添醋」與「積怨已久」等三型。針對不同類型的網路抱怨者，服務提供者所應採取的應對策略不盡相同，與網路抱怨者的溝通也必須結合網路媒介與傳統媒介，本研究針對各類型的網路抱怨者，發展出個別的服務提供者應對策略。

Although more and more companies take on-line forum as the complaint channel, most of them have no idea coping with on-line complaints. Business researchers didn’t pay systematic attention to the types of complainers in on-line forums and the coping strategies. The study interviewed on-line complainers and customer-service attendants to understand the on-line complaint behavior. Then we tried to induce the types of on-line complainers and how the attendants treated them.
It was found that on-line complainers could be mainly dichotomized into “Friendly” and “Unfriendly.” “Friendly” includes “Beginners,” and “Genials,” and “Unfriendly” can be divided into “Insulters,” “Echos,” and “Bursters.” Service providers had to use different strategies when facing different types of on-line complainers. Service providers should communicate with complainers through both on-line and traditional medium. Our study developed strategies for each type of on-line complainer

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