Recognizing cross‐cultural differences in consumer complaint behavior and intentions: an empirical examination

Abstract

Understanding consumer dissatisfaction and its outcomes, a focus of consumer complaint behavior (CCB) research, has become a critical factor for business firms pursuing market penetration strategies where selling more to existing customers oftentimes is the key to profitability. However, CCB research to date has been primarily western in its orientation. This begs questions as to the extent to which western corporations can rely on its findings in markets with non‐western cultures. Based on an empirical investigation designed to compare CCB in a collectivist culture with CCB in an individualist culture, this research indicates that customers in different cultures do have different complaint behaviors and intentions. Managerial implications of these findings and recommendations for additional CCB research are discussed.

The Influence of Psychographic Variables on the Theory of Exit, Voice, and Loyalty of Customer Complaints Behaviour in Banks

“…Finally, the findings showed that the probability to complain is controlled by gender as male complainers are more likely to show their dissatisfaction as compared to the female complainers supporting the previous works of Sujithamrak & Lam, 2005;Au, Hui, & Leung, 2001;Liu & McClure , 2007. Marketing literature has established the fact that consumer characteristics are important factors in studying customer behaviour (Singh, 1990).…”

“…These characteristics include cultural, education, age, income, gender (Sujithamrak & Lam, 2005;An, Hui, & Leung, 2001;Liu & McClure , 2007). However, earlier literature on CCB supported the notion that demographics variables have been found to be the antecedents of CCB ( Jacoby & Jaccard, 1981;Bearden & Oliver, 1985;Richins,1987;Singh, 1990).…”

Exploration of Customer Compliant Behavior toward Asain Full-Service Restaurants

“…Previous studies confirmed that dissatisfaction is the main reason for complaints (Liu & McClure, 2001;Williams, Drake, & Moran, 1993). This view has its roots in expectancy disconfirmation theory (Oliver, 1989), which suggests that dissatisfaction results from a discrepancy between customer expectation and perceived product/service performance.…”

Construct Validation of Consumer Complaint Behavioral Scale in the Malaysian Mobile Phone Services Industry

“…The reason for naming the group is based on the keywords used in the items such as "discuss," "request," and "inform" for Soft Public Complaint and "write," "report," "complain," and "take legal action" which is more stern. In previous studies, using items CCB1, CCB2 and CCB3 for public action Liu, Watkins and Youjae (1997), Singh (1988), Liu and McClure (2001) named it as "Voice Responses" whereas items CCB4, CCB5, CCB6 and CCB7 as third party responses. On the other hand, Ndubisi and Ling (2006), Malhotra et al (2008) and Kitapci and Dortyol (2009) lumped all items into public complaint.…”

“…In this case, the consumers dealt with the service provider or the organization to inform, discuss or request something with regard to their dissatisfaction. Items for this construct were taken from Liu and McClure (2001), Ndubisi and Ling (2006), and Malhotra et al (2008). Seven items were used to measure soft public action on a five-point scale ranging from 1 (Strongly Disagree) to 5 (Strongly Agree).…”