Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/14364
Title: Complainers versus non-complainers : a multi-national investigation of individual and situational influences on customer complaint behaviour
Authors: Sharma, P
Marshall, R
Reday, PA
Na, W
Keywords: Customer complaint behaviour
Customer satisfaction
Dissatisfaction
Impulsivity
Involvement
Self-monitoring
Issue Date: 2010
Publisher: Routledge, Taylor & Francis Group
Source: Journal of marketing management, 2010, v. 26, no. 1-2, p. 163-180 How to cite?
Journal: Journal of marketing management 
Abstract: One of the least understood areas in customer complaint behaviour (CCB) research is why some customers complain and others do not in similar dissatisfaction situations. Prior research has explored differences in customer characteristics between complainers and non-complainers, but not in association with relevant situational factors. This gap is addressed with a new conceptual framework incorporating two situational variables - customer dissatisfaction and involvement - and two consumer traits - impulsivity and self-monitoring. Several hypotheses about their main and interaction effects are tested in two different contexts, using a survey-based study in three countries (Singapore, South Korea, and the United States). Specifically, it is shown that CCB is positively associated with involvement and impulsivity, and negatively with self-monitoring. Involvement and impulsivity are shown to moderate the association between dissatisfaction and CCB positively, and selfmonitoring moderates it negatively. Some implications and directions for future research are also discussed.
URI: http://hdl.handle.net/10397/14364
ISSN: 0267-257X
EISSN: 1472-1376
DOI: 10.1080/02672570903512502
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