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When consumers complain: A path analysis of the key antecedents of consumer complaint response estimates

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Abstract

When do consumers complain? This study probes this question by developing a conceptual framework that includes multiple theoretical perspectives, empirically testing a portion of the proposed model, and using dissatisfaction/complaint data from three different service industries. The hypothesized model uses multidimensional consumer complaint response estimates including voice, private, and third-party responses as dependent variables. Results support several proposed relationships, provide a high level of explained variance, and indicate a moderating role for dissatisfaction intensity. The complaint response estimates are characterized by disparate influence pathways, and expectancy value judgments emerge as critical determinants with positive and negative crossover effects. Attitude toward complaining is more dominant under low dissatisfaction intensity than it is under the high dissatisfaction condition. Important differences emerge across service categories. Implications of this work for managers and researchers in understanding when consumers complain are enumerated.

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Authors and Affiliations

  1. the Weatherhead School of Management at Case Western Reserve University, USA

    Jagdip Singh (professor of marketing)

  2. Texas Tech University, USA

    Robert E. Wilkes (professor of marketing)

Authors
  1. Jagdip Singh
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  2. Robert E. Wilkes
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Additional information

His current research interests include consumer dissatisfaction and complaint responses, O-P-C (organization-person-customer) processes that occur in front-line/boundary roles, and measurement issues in marketing. He has published in theJournal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of International Business Studies, andPsychological Assessment, among others.

His major research interests are in the area of family decision behavior and mature markets. His research studies have been published in theJournal of Marketing, Journal of Consumer Research, Journal of Marketing Research, Journal of the Academy of Marketing Science, andJournal of Retailing, among others.

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Singh, J., Wilkes, R.E. When consumers complain: A path analysis of the key antecedents of consumer complaint response estimates. JAMS 24, 350–365 (1996). https://doi.org/10.1177/0092070396244006

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