Levels of customer dissatisfaction and complaint behavior
College
Ramon V. Del Rosario College of Business
Department/Unit
Marketing and Advertising Department
Document Type
Article
Source Title
Marketing Educator
Volume
01
Issue
01
First Page
1
Last Page
18
Publication Date
5-2007
Abstract
This paper explores the relationship between levels of customer dissatisfaction and intentions to engage in complaint behavior, with perceived customer cost posited as an intervening variable. A consumer complaint behavior model is constructed, reflecting ascending degrees of dissatisfaction, namely exit, negative word of mouth, complaint to the company, complaint to the government, and legal action, and consumer costs which include time, money, behavioral effort and cognitive activity. A survey finds that a) higher levels of dissatisfaction are associated with more numerous intentions, b) five behavioral responses follow a perceived cost hierarchy, c) more costly behavioral intentions are less likely to be exhibited than less costly ones, and d) highly dissatisfied customers are more willing to incur costs than moderately or slightly dissatisfied persons.
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Recommended Citation
Go, A. D., & Ong, J. S. (2007). Levels of customer dissatisfaction and complaint behavior. Marketing Educator, 01 (01), 1-18. Retrieved from https://animorepository.dlsu.edu.ph/faculty_research/6302
Disciplines
Business Administration, Management, and Operations | Marketing
Keywords
Consumer satisfaction; Consumer complaints; Consumer behavior
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