Considering the story of Jeremy Dorosin, a former loyal customer of Starbucks Coffee. Mr. Dorosin purchased an espresso machine from Starbucks as a wedding gift for a friend, but found it to be defective. After a series of phone calls to Starbucks, he became infuriated when his complaint was not resolved to his satisfaction. As a result, Mr. Dorosin purchased a series of ads in the Wall Street Journal that criticized Starbucks, and he publicized his story with a book, a website, and media interviews on national television. The potential for customers to get even with ﬁrms has grown exponentially with the Internet For example: Online public complaining and “Homemade” anticorporation web sites (e.g., Starbucked.com) which are a vast array of online third-party organizations offers preformatted platforms that customers can use with even more convenience.
When consumers believe they have been seriously wronged or mistreated by a firm, they may not be content merely to share their; negative experiences with a few close friends; instead, they may create a