Unpleasant market experience and consumer complaint behavior

Abstract

The 33% increase in number of complaints received by the National Consumer Complaint Centre (NCCC) in 2007 compared to previous year can mean two things: i) consumer are aware more of their rights or ii) the suppliers of goods and services perform worse in 2007. Unsatisfied consumer in either pre-or post consumption, complaint because of the unpleasant experiences in the consumption process or that the product perform below their expectation. The survey which utilized stratified random sampling with 61.7% of response rate was recorded. The objectives of the study are to analyze unpleasant experiences and complaint behavior among consumer. Findings indicated that respondents who are female, living in rural area and has higher level of assertiveness were more likely to encounter unpleasant experiences in marketplace. Further analysis indicated that, unpleasant experiences were mainly influenced by assertiveness rather than socio-demographics background or consumer knowledge.

The Effect of Unsatisfied Experience, Culture Value, and Value Loss on Complaint Intention of Electronic Devices in Bogor, West Java, Indonesia

“…Unsatisfied experience can cause negative feelings in consumers resulting in a desire to complain (Hakimah et al, 2010). This is supported by Nimaiko (2012) who explained that the experience of dissatisfaction affected the intention to make complaints.…”

Antecedentes e dimensões da experiência de consumo: uma abordagem experimental na satisfação de hóspedes

“…Uma dessas formas de entendimento clássico nos estudos do marketing declara que a satisfação é vista como o resultado entre o esperado e o recebido na experiência de consumo (OLIVER, 1981;MANO e OLIVER, 1993). Tanto o esperado quanto o recebido podem ter um caráter multidimensional e serem avaliados por diversos parâmetros, dependo, muitas vezes, do objeto de análise a ser investigado (LUSCH e VARGO, 2006;MAHAYUDIN et al, 2010).…”

“…Os antecedentes de consumo podem ser gerados por: (a) experiências anteriores vivenciadas através de consumos negativos ou positivos e (b) expectativa de consumo, originada da percepção, pensamentos e relações com outros consumidores (BEARDEN e TEEL, 1983;CHURCHILL e SURPRENANT, 1982;PULLMAN e GROSS, 2003;MAHAYUDIN et al, 2010).…”

Consumer Behaviour and Warranty Claim: A Study on Czech Consumers

“…Many studies suggest a positive link between income and complaint behaviour (Tronvoll, 2007). However, lower income and education group have been identified as having most problems in unfair deals and deceptions in the market compared to the other consumer groups (Haron & Paim, 2008;Mahayudin et al, 2010). Nonetheless, there is no significant relationship between income and complaint behaviour (Metehan & Zengin, 2011;Phau & Baird, 2008).…”