The Influence of Income and Education on Saudi Dissatisfied Consumers Behaviour

Abstract

The purpose of the study is to explore the differences and similarities inpost dissatisfaction behaviours between different levels of income and educationamong Saudi consumers. Currently few articles are available on the postdissatisfactionbehaviour in growing markets, such as Arab countries despite thefact that GCC economies like the United Arab Emirates as well as Saudi Arabiaare rising rapidly as their shopping background includes Western forms of retail.The sample was drawn from Saudi individuals which encountered a dissatisfyingexperience within a single type of retail outlet that sells electrical goods. Theestablished survey instrument constructs considered different consumer complaintbehaviour variable. Data were analysed using descriptive statistics, t-tests, Anova,and chi square analysis. The research addressed a literature gap and revealed aspecific aspect of complaint behaviour which is related to income and educationallevels. The quantitative study finds no differences in consumer complaint behaviourin terms of education and income levels of participants, with a single exceptionin the assessment for chances of success with complaint where lower educatedparticipant is associated with higher complaining disposition.