Abstract
This paper provides a comprehensive assessment of customers who experience a service failure and do not voice their dissatisfaction to the provider (‚non-complainer‘). This group of customers has been largely neglected by complaint research; although first studies indicate that only a small number of customers being dissatisfied voice their complaint to the firm. To address this issue, this research intends to 1) examine the impact of negative critical incidents on customer loyalty and 2) contribute to a better understanding of the role of customer recovery. Based on these analyses, 3) the relevance of complaint stimulation is derived. In doing so, management receives valuable information on how to deal with noncomplainers.
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