Complaining Behavior: The effect of different factors on Consumer Complaining Behavior (original) (raw)

Abstract

Purpose: The aim of this paper is to comprehensively understand the determinants who affect the customer intention to complain to firm through an integrated model and also the effect of those determinants on the complaint intention and the relationship of those intentions with the complaining behavior. Design/Approach/Methodology: A quantitative research method was used based on self administered questionnaire with a sample size of 171 participants collected by using convenience sample and the results were tested through regression analysis. Findings/Results: The results shows that the complaining intention and attitude towards complaint have a significant relationship with complaining behavior while prior experience and controllability to complain have an insignificant relationship with complaining behavior. Attitude towards complaint and perceived possibility of success have a significant 204 relationship with intention to complain. The antecedent prior experience has a significant relationship with perceived possibility of success and an insignificant relationship with attitude towards complaint. The variable controllability to complaint has a significant relationship with both perceived possibility of success and attitude towards complaint while Perceived alienation has a significant relationship with perceived possibility of success but insignificant relationship with attitude towards complaint. Limitations and recommendations: This study is conducted on a small level with small sample size. Due to which there are some insignificant relationships which can be prove as significant relationship if the sample size is large. A limited number of variables are discussed in this article. Other researchers can elaborate other variables affecting complaining behavior e.g. word of mouth, level of dissatisfaction etc.

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  1. If you complain directly to the company, they will actually respond properly to your problem.
  2. If you complain directly to the company, they will actually prevent it from reoccurring.
  3. If you complaint about your dissatisfaction to company, they will take appropriate action and provide the better services in future.
  4. If you complaint about your dissatisfaction to company, they will provide the better services in future and this will also benefit other consumers. Richins" (1980) Controllability of Complain
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  6. The problem would not happen if the store had been more precautious.
  7. Strictly speaking, I was partly responsible if not complain. Blodgett et al. (1993) Perceived Alienation
  8. Most of the companies are indifferent to customers.
  9. Most of the companies lack the awareness to protect the customer"s right and awareness.
  10. I think consumers cannot influence company"s product management.
  11. I think most of the companies are not honest to their customers.
  12. I think customers are not important for most of the companies.
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