The Influence of Income and Education on Saudi Dissatisfied Consumers Behaviour

Abstract

The purpose of the study is to explore the differences and similarities in post dissatisfaction behaviours between different levels of income and education among Saudi consumers. Currently few articles are available on the postdissatisfaction behaviour in growing markets, such as Arab countries despite the fact that GCC economies like the United Arab Emirates as well as Saudi Arabia are rising rapidly as their shopping background includes Western forms of retail. The sample was drawn from Saudi individuals which encountered a dissatisfying experience within a single type of retail outlet that sells electrical goods. The established survey instrument constructs considered different consumer complaint behaviour variable. Data were analysed using descriptive statistics, t-tests, Anova, and chi square analysis. The research addressed a literature gap and revealed a specific aspect of complaint behaviour which is related to income and educational levels. The quantitative study finds no differences in consumer complaint behaviour in terms of education and income levels of participants, with a single exception in the assessment for chances of success with complaint where lower educated participant is associated with higher complaining disposition.

Factors Influencing Consumer Complaint Intentions: Saudi Online Shopping

“…Older consumers tend to complain, and more educated consumers have positive attitudes toward complaining (Richins, 1982). On the other hand, Badghish (2016) founds that because lesseducated consumers evaluate the possibilities of complaints' success, their tendency to complain increases. This study, therefore, hypothesized (Figure 1) that:…”

“…Attitudes determine whether the complaint decision will be made or not (Day, 1984). Day's conceptual model (1984), which was followed by Badghish (2016), addressed the dimensions affecting the attitude, which are "perceived significance of the consumption event; consumer knowledge and experience of the product and complaint process; perceived cost of complaint; and assessment of the likelihood that complaining will be successful". Richins (1982) also addresses three aspects of attitudes: "whether complaining tends to be worth the trouble involved (a balancing of objective and psychological costs with perception of business responsiveness to complaints), the individual's norms concerning complaining, and perceptions of societal benefits likely to result from complaining".…”

“…Bozionelos and Singh (2017) investigated the relationship between Emotional Intelligence (EI) and job performance. The effect of the attitude on the intent and complaint behavior was studied as a mediating variable (Richins, 1982;Day, 1984;Badghish, 2016). Previous studies have shown that consumers who complain have a positive attitude towards the complaint (Phau & Sari, 2004;Kim & Chen, 2010).…”

Exploring the Entrepreneurial Intentions of Princess Nourah Bint Abdulrahman University Students and the University’s Role Aligned with Vision 2030

“…Entrepreneurial intention (EI) encompasses proactiveness, risk-taking, and innovativeness [32], and is linked to entrepreneurial intentions and performance [33,34]. Proactiveness indicates an opportunity-seeking mindset [25], while risk-taking reflects the willingness to commit resources under uncertainty [26].…”