Abstract
Understanding Consumer Complaint Behavior (CCB) is important in present competitive business environment as it serves as quality improvement tools in enhancing customer experience. However, studies on consumer complaint behavior that been conducted in Malaysia are relatively few. Complaint should not been viewed as a problem. Consumers today are better educated, more sophisticated, more demanding and are willing to pay for services that meet or exceed their expectations. The purpose of this study is to examine the relationship between attitude, knowledge, personality and CCB among Millennial. A survey was conducted that involved 400 customers who experienced dissatisfaction of car vehicle repair services. The finding of this study indicates that only attitude and knowledge were statistically significant to CCB. Consumer satisfaction or dissatisfaction ratings are good indicators of firm’s performance to forecast future profit and return on investment. Therefore service managers should continuously and increasingly use customer satisfaction index as criterion for analyzing service performance to create more loyal customers.
Highlights
The era during which consumers took everything that was offered by the marketers is gone
In year 2014, the Millennial that influence this evolution increased to 62.95% of adult population
This study aimed to investigate the relationship between attitude, knowledge and personality and consumer complaint behaviour
Summary
The era during which consumers took everything that was offered by the marketers is gone. Especially the young workers, are demanding for the value of their monies They are not hesitant to complaint if they are not satisfied with the good or services provided, or the response of the seller in relation to their purchase; they are using the social media to express anger and frustration. The Millennial generations presents both opportunities and challenge to marketers Due to their familiarity and heavy usage of technology and social media, Millennials seems to be on group of consumers who, when dissatisfied with a product or service experience or the improper handling complaint, may retaliate on the Internet. In year 2014, the Millennial that influence this evolution increased to 62.95% of adult population These statistics are evidence that Facebook and Twitter provide a perfect platform for dissatisfied Millennial to expose their anger towards organization
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