A Literature Review on Consumer’s Complaining Behavior and Dissatisfaction: Implication of Marketing Strategies with Special Reference to the Online Retail Sector

Komal

doi:10.4236/ojbm.2021.92027

Abstract

Customer complaint behavior (CCB) is defined as an action that is associated with the evaluation of the consumer experience with the consumption of the product. The product consumption outcome may be positive or negative depending upon the quality of the product and the needs of the consumer. The current research aims to contemplate online consumer behavior and its relationship with the online retail sector. It was found that by developing interactive platforms, the consumers can directly connect with the company and share their grievances and feedback with them. It will help the company to get understanding the needs and wants of the consumers and modify the product or service accordingly to meet their demands. It also includes adopting different marketing tools such as affiliate marketing, referral marketing, blogs, and social media marketing that are used by online retailers to improve consumer service levels.

Highlights

It includes adopting different marketing tools such as affiliate marketing, referral marketing, blogs, and social media marketing that are used by online retailers to improve consumer service levels
To get better learning about online consumer behavior, we focused on outlining the issues that are faced by con
Different marketing strategies and tools such as social media marketing, blogs, content marketing are adopted by online retailers so that communication is established with the consumers

Summary

Introduction

Customer complaint behavior (CCB) is referred to as the action that is taken by an individual after experiencing negative product consumption attributes. When a product is received by the consumer, it produces positive or negative outcomes. If the product meets the quality and expectations of the consumer, there are no complaints, but if the quality and expectations of the consumer are not met, it results in CCB (Alqahtani, 2011). The consumer may choose to complain about social media sites by posting negative comments or user experience regarding the consumption of the product. All these attributes negatively impact the association between consumers and retailers and weaken the bond of trust between them (Phau & Sari, 2004)

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