Complaint Intentions Research Articles

Satisfaction as a function of user justice: a social exchange theory perspective

ABSTRACT This study investigates complaint behaviour as a function of post-satisfaction behaviour stemming from perceptions of justice and security. Grounded in social exchange theory, we propose an integrated framework in which security, expectation confirmation, and dimensions of justice (distributive, procedural, and interactional) influence satisfaction, affecting complaint behaviour towards the eCommerce Digital Supply Chain (DSC) process. Data were collected through a quantitative online survey involving 316 Amazon eShoppers of tech products from the European region. The confirmatory factor analysis results validated the second-order reflective justice construct, encompassing distributive, procedural, and interactional dimensions. Furthermore, the structural relationship results revealed (i) justice and security have a significant impact on eShoppers’ satisfaction; (ii) a significant relationship exists between word of mouth, satisfaction, and eShoppers’ complaint intention. This framework contributes to the existing knowledge base and offers valuable insights for stakeholders in the eCommerce DSC.

Is uniform pricing by competing retailers perceived as fair?

AbstractDespite the enormous negative economic influence on consumer well‐being, price‐fixing remains a largely unexplored area in consumer research. Previous research showed that consumers perceive different prices for the same product as unfair. However, our findings counterintuitively indicate that consumers may also perceive uniform prices as unfair. Two experimental studies examined the effect of price uniformity (uniform/nonuniform) and price patterns over time (increase/no change) on the perception of price unfairness and third‐party complaint intention. The findings show that consumers perceive prices as unfair when retailers increase a uniform price simultaneously. This pricing strategy by retailers increases consumers' intention to report suspected price‐fixing activities to authorities, that is, third‐party reporting. Based on the findings, implications for marketing practices and tactics to enhance public policy are discussed.

A protective buffer or a double-edged sword? Investigating the effect of “parasocial guanxi” on consumers’ complaint intention in live streaming commerce

The buyer-seller relationship in live streaming commerce is crucial especially in service failure situations, yet it has been underexplored. In this paper, we reconceptualized the relationship between consumers and sellers in live streaming commerce as “parasocial guanxi”, which consists of ganqing (emotional attachment), xinren (trust) and reciprocal value. The effects of parasocial guanxi on consumer dissatisfaction and complaint intention in service failure situations were further investigated based on the expectation confirmation theory. Our study involved 425 valid questionnaires and employed the partial least squares structural equation method (PLS-SEM). The findings are mixed: on one side, parasocial guanxi acts as a buffer, mitigating dissatisfaction and complaint intention in the face of product or service problems and reducing the impact of disconfirmation on consumer dissatisfaction. On the other side, it may also increase the likelihood of dissatisfied consumers complaining. Furthermore, the buffering effect weakens as consumers make more frequent purchases. The findings have important theoretical and practical implications for understanding the buyer-seller relationship in live streaming commerce.

Dealing with Service Failures and Complaints on Social Media: The Role of Online Social Support in China

In China, social media has altered how clients and businesses talk about poor service. Customers now use social media to voice their complaints and disappointment when service faults occur. This study aims to examine the impact of online social support on customer complaint intentions on social media, as well as discuss the role of personality traits, particularly proactive personality, as a boundary condition in this relationship. In 2023, a survey of 348 college students was conducted and analyzed using hierarchical regression and confirmatory factor analysis, correlation analysis, mediating analysis, as well as moderating analysis. The results revealed that online information support and emotional support had a positive impact on customers’ continued complaint intentions on social media. This study suggests that the complex nature of customer complaints on social media requires a creative management strategy, with possible implications for use in social service agencies. Moreover, these research findings indicate the relationship between information support, emotional support, and customer continued complaint intentions on social media. This study recommends that future research could include more study samples to attain better results to see if these results would also apply directly to the social service area.

Factors influencing tourists' behavioural intentions towards beach destinations: the mediating roles of destination experience and destination satisfaction

PurposeThis study aims to identify factors affecting travellers' behavioural intentions regarding beach destinations in Bangladesh. The study also examines how destination experience and satisfaction mediate the nexus between destination service factors and travellers' behavioural intentions.Design/methodology/approachA self-administered survey was carried out to gather data from 375 people who had visited the beaches in Cox's Bazar. Data were examined using partial least squares structural equation modelling (PLS-SEM) to evaluate the hypotheses.FindingsThe destination experience mediates the relationship between destination service factors and complaint intention but does not mediate the relationship between destination service factors and word of mouth (WOM). Moreover, destination satisfaction mediated the relationship between destination service factors and WOM, along with complaint intention.Practical implicationsThis study's findings can be utilised by the Bangladeshi destination management to increase the number of tourists by instituting and maintaining improved destination service features in popular tourist destinations.Originality/valueThis is one of few studies on beach tourism destinations in Bangladesh that comprehensively overviews destination service factors and their influence on tourists' behavioural intentions, with a special emphasis on the mediating roles of destination experience and destination satisfaction.

Factors Influencing Consumer Complaint Intentions: Saudi Online Shopping

This study investigated various factors influencing consumer complaint intentions among Saudi online shoppers. Specifically, it examines five key factors that influence consumer complaint intentions: demographic characteristics, attitude towards complaining, product attributes, previous shopping experience, and previous complaint experience. To achieve this aim, this study conducted descriptive, quantitative research involving 412 Saudi online shoppers who have experienced dissatisfaction with the items they bought online. A survey questionnaire measuring the variables of interest was used to collect data. Five main hypotheses were tested, with two of these having sub-hypotheses. The study findings indicated significant differences in consumer complaint intention by age group and education, while no difference was found among consumers based on their gender. It was also found that attitudes toward complaining significantly predict consumer complaint intention. Furthermore, the shopping experience also positively affects consumer complaint intention. These factors, like information quality, platform design, security and privacy, delivery service and product range available in the e-commerce platform, affect consumer complaint intention. Finally, previous complaint experience also influences consumer complaint intention. This paper provides valuable information for online businesses in improving their e-commerce business model and considers the various factors that could affect the complaint intention of customers. Overall, the study bridges the knowledge gap regarding factors influencing customer complaint intention within the Saudi online shopping context.

Consumer complaint intentions: the impact of general and specific self-confidence

Consumer complaint intentions: the impact of general and specific self-confidence

Complaint Intentions on Packages of Food Products

Packaging plays a significant role in today's rapidly changing market climate and customer demand. The objective of the study set out the base for identifying the relation between the reasons for food package complaints and complaint intentions apropos food products. A systematic samples approach was used in the survey of 272 people. A self-administered questionnaire was prepared for collecting the responses. Findings of the study showed that there is cogent influence of types of injuries than other reasons for complaining.

Attributes Influencing Overall Tourist Satisfaction and Its Consequences for Muslim-Majority Destination

In the context of Muslim-friendly tourism, marketers have to pay attention to the needs of their main target, Muslim tourists. This study aimed to examine the influence of destination attributes, including both generic and Islamic attributes, on overall tourist satisfaction to get a more comprehensive view. Likewise, this study investigated the effect of overall tourist satisfaction on its consequences. The moderation effect of Islamic religiosity on the relationship between Islamic attributes and overall tourist satisfaction was also considered. An online survey was conducted, with a sample of 231 Muslims who traveled to Muslim-majority cities, and the data were analyzed using Structural Equation Modeling. The results showed that both generic and Islamic attributes positively influence overall tourist satisfaction, while its consequences affected their behavioral, attitudinal loyalty, and churn intention. Overall tourist satisfaction was not found to affect complaint intention. Likewise, the moderation effect of Islamic religiosity was insignificant.

Service climate antecedents of transit passenger complaints and temporary opt-out: The case study of Brasília

The importance of understanding the antecedents of transit passenger complaints derives from their possible effect on ridership and potential contribution as a valuable data source for service improvements. This study explores the effect of the service climate, disruption frequency, and perceived value of complaints on complaint intentions. It also explores the correlation between complaints and temporary opt-out when controlling for personal and trip characteristics. The theoretical framework combines the affective event theory with the consumer complaint intention model. We validate the framework with a survey of 533 respondents in Brasília. The results show that: i) complaints derive from level-of-service perceptions, frequency of disruptive events, and the perceived emotional, moral, and functional value of complaining; ii) good customer care and the belief in the ability of the operators to prevent disruptive events increase the perceived value of complaints; iii) stronger complaint intentions lead to temporary opt-out intentions provided there are alternative modes. That results show that the service climate, disruptive event management, and handling customer care are essential factors in maintaining passenger operator-relations.

보험소비자의 불만경험이 불평행동 및 공모행동의도에 미치는 영향

보험소비자의 불만경험이 불평행동 및 공모행동의도에 미치는 영향

Factors impacting online complaint intention and service recovery expectation: The case of e-banking service in Vietnam

With advanced technology, service providers have used multiple channels to get customer feedback. Online complaints are considered a useful solution for many service providers. If the online complaints are appropriately resolved, this not only helps recover customer satisfaction but also enhances the service image in customers' minds. This study applies structural equation modeling (SEM) to determine the affecting factors on online complaint intention and service recovery expectation in e-banking services. Research data are collected by random sampling with a sample size of 206 customers who have ever experienced e-banking service failures. The study demonstrated that customers' intention to complain online is influenced by attitude towards online complaints, complaint experience, and service failure severity. Besides, online complaint intention positively influences customers’ recovery expectations for e-banking service failures.

Odor intolerance and proposed off-site limit under the Thailand public health provision

PurposeThis study aimed to determine the initial odor concentration which commonly urges Thais to make complaints and to propose an off-site limit for odorous emissions.Design/methodology/approachOdor concentrations measured by Nasal Rangers® and face-to-face survey interviews were simultaneously conducted with 122 residents located near 101 manufacturing centers in 20 provinces of Thailand. Along with the measured values and odor strength verbally rated by trained assessors, the number of complaint intentions, annoyance levels and health symptoms of residents were reported.FindingsThe odor concentrations in the inspected houses were <2, 2, 4, 7, 15, 30 and 60 D/T. The trained assessors stated that at the concentration of 4D/T, most odors were likely to be objectionable and unbearable when odor concentrations were higher. Correspondingly, about 80% of residents exposed to odors at this level felt some annoyance and reported health symptoms and therefore intended to register a complaint. At lower concentrations, the annoyance level as well as the decision to complain likely depended on other factors such as hedonic tone and exposure frequency.Practical implicationsThe proposed off-site reference value for odor complaint assessment was 4D/T. However, in the case of lower concentrations, additional relevant factors were crucially required to investigate the complaint.Originality/valueThis finding will help local authorities diminish subjective discretion on whether or not an odor constitutes a nuisance.

Effects of online service failure on customers' intentions to complain online

Dissatisfied customers are increasingly voicing complaints through social media following online service failures; therefore, it is important to clarify the motivational determinants of customers' online complaint intentions (COCI). We investigated in 3 studies the influence and interaction effects of service failure types, attributions about these failures, scope of impact of the failures, and customer inoculation on both public and private online complaint intentions. Participants were 451 college students from Hainan Province, China. The results show that service failure types, service failure attributions, scope of impact of the service failure, and customer inoculation each had distinct effects on COCI and how customers complain online, and that these factors also had interactive effects on online complaint actions. Our finding that the form of COCI can predict service failure attributes offers implications for the implementation of enterprise service recovery from a consumer perspective.

Social facilitation or social loafing – threshold effect of group size on customer's complaint intention

PurposeThe purpose of this paper is to examine the threshold effect of group size on customer's complaining intention under group service failures.Design/methodology/approachBased on two main laboratory experiments, through two 10×2 scenario simulation experiments, the authors examine the role of group size in customer's complaining intention.FindingsResults show that: (1) the relationship between group size and customer's complaining intention follows an inverted “U” type trend; (2) evaluation apprehension mediates the relationship between group size and customer's complaining intention; (3) relational distance can change threshold values and (4) relational distance moderates the relationship between group size and customer's complaining intention.Practical implicationsManagers should judge the threshold of group size through experience so as to have a preliminary understanding of customer evaluation concerns and complaint intention. In the face of service failure groups smaller than the threshold range, managers should divided the group into several small groups. For service failure groups larger than the threshold range, the opinion leaders in the group should be given more attention, so as to control the whole group.Social implicationsThis paper is helpful to deeply understand the key role of group size in the process of customer complaints, and also provides decision-making basis for service enterprises to deal with group customer complaints.Originality/valueThere has been little research about the threshold effect of group size on customer's complaining intention. The previous studies on customer's complaining intention focus on its influences on group size, and draw a single common conclusion that the customer's intention to complain will increase with the growing number of groups increases. However, few studies are explored on the threshold of group size. Therefore, this paper will focus on the threshold effect of group size on customer's complaining intention to fill the gap.

When in Rome! Complaint contagion effect in multi-actor service ecosystems

This paper explores the process by which other customers’ complaint behavior influences the focal customers’ complaint intentions in response to a service failure affecting multiple customers. The authors use social information processing theory to argue that the other customers’ complaint behavior has a positive effect on the focal customers’ complaint intentions, which they refer to as ‘complaint contagion effect’. Next, they posit mediating role of anger and moderating effects of social identification with other customers, perceived credibility of the other customers, and the focal customers’ prior relationship with the service provider in this process. Four experiments confirm the presence of complaint contagion effect and show that the complaint contagion effect is stronger for focal customers with high social identification with others, high perceived credibility of other customers and weak prior relationship of focal customers with the service providers.

The influence of attitude, customer loyalty, and past experiences on students' complaining behaviour: the moderating role of gender

Complaining about service failures can happen at any time and in any situation. This study applied the theory of reasoned action as the underpinning theory and opted to calibrate factors that influence the customers', specifically students in higher learning institution, about their complaint behaviour intention. A non-probability purposive sampling technique was utilised for data collection from respondents who have had experiences in making a complaint. A total of 559 students at a higher learning institution in Sarawak, Malaysia volunteered participated in the survey. SmartPLS 3.0 (version 3.2.6) was applied to assess the model developed based on path modelling and bootstrap for hypotheses testing. A salient finding of the study is that attitude, customer loyalty, and past experiences are strong determinants of customers' (students') complaint behaviour intention. Surprisingly, gender does not play a contributing role in the customers' complaint intention among the students. Both theoretical and practical implications were further discussed.

Analisa Persepsi Konsumen Atas Kualitas Pelayanan Elektronik Terhadap Niat Komplain Konsumen Massively Multiplayer Online Role-Playing Games

This study aims to determine the influence of consumer perceptions of the quality of Gravindo's electronic services to the intentions of Ragnarok Online Gravindo's consumer complaints. Methods of data analysis using multiple regression analysis. The sampling technique used in this study was nonprobability sampling, with the type of purposive sampling type judgment sampling, therefore the researchers choose respondents who had played Gravindo Ragnarok Online with the reason that the respondents knew and felt the services Gravindo provided in Gravindo's Ragnarok Online game. The number of respondents is 100 people. The results of multiple regression analysis show that from the four dimensions of electronic service quality variables (reliability, customer service, security, and web design) conducted by Gravindo, there are only three dimensions that significantly influence consumer complaint intentions, namely reliability, customer service, and security. This result also shows that Gravindo still needs to improve the quality of electronic services to be able to reduce consumer complaint intentions and be able to increase customer satisfaction going forward. Based on the results of the study, the quality of electronic services carried out by Gravindo had an effect of 78.4% on consumer complaint intentions.
 Keywords: Electronic Service Quality, Consumer Complaint Intentions

Voicing out or switching away? A psychological climate perspective on customers’ intentional responses to service failure

This research explores why customers who experience service failure are willing to complain directly to service providers but unlikely to switch to other service providers. We bring in the concept of psychological climate for communication safety (PCCS) to the service failure context and explore how customers’ perception of the social environment as open and supportive for communication affects their complaint and service switching intentions and behaviors. We further identify customer harmony enhancement as an important personality trait predictor of PCCS. Based on two field studies and one scenario-based experimental study, our findings consistently show that PCCS mediates the positive effect of customer harmony enhancement on customer complaint intentions. Customer harmony enhancement exerts a positive indirect effect on customer complaint behavior serially through PCCS and customer complaint intentions. However, our findings relating to customer service switching intentions are inconsistent across the three studies. Theoretical and practical implications are discussed.

The effect of fellow customer on complaining behaviors: the moderating role of gender

PurposeThis paper aims to examine the joint effect of the focal customer’s gender and fellow customer’s gender in influencing voice complaint intentions and intention to convey negative word of mouth (NWOM).Design/methodology/approachParticipants were randomly assigned to one of the two dining conditions (same-gender fellow customer vs opposite-gender fellow customer). Their intention to voice a complaint and to spread NWOM were measured after reading a scenario describing a service failure. A 2 (focal customer gender: male vs female) × 2 (fellow customer: same gender vs opposite gender) between-subjects quasi-experimental design was conducted to test the hypotheses.FindingsThe results demonstrate that female customers’ voice complaint intentions were significantly higher when a fellow customer’s gender was female rather than male. In contrast, regardless of the fellow customer’s gender, no significant differences in voice complaint intentions were found among male customers. The results further indicate that voice complaint intentions mediate the impact of a fellow customer’s gender on intention to spread NWOM among female customers. However, both female and male participants show equally high levels of voice complaint intentions in the context of fine-dining restaurant.Practical implicationsThis study broadens the understanding of customer complaining behavior and also provides insights to practitioners on how to manage customers who are in same- and mixed-gender situations.Originality/valueThis research extends the literature on agency–communal theory and complaining behaviors by examining the role of a fellow customer’s gender influencing the focal customer’s intentions to voice complaints and to spread NWOM.