Jordanian Consumers' Complaint Behavior
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Published
Sep 1, 2006
Abstract
The objective of this paper is to examine consumer complaint behavior (CCB) post-purchase dissatisfaction, which is a critical factor for business firms pursuing consumers' retention. Marketers should encourage consumer complaints because of its potential impact on loyalty, word-of-mouth, repeat-purchase behavior, as well as profit. A questionnaire was distributed to 418 respondents. One Way AN OVA, t-Test, Factor Analysis and descriptive analysis were used in analyzing the data. The results show that Jordanian consumers are willing to raise complaints if they feel dissatisfied after purchasing products and services and more willing to engage in private and voice response and less willing to engage in third-party response. Moreover, analysis revealed no significant differences in CCB according to demographic characteristics.
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Keywords
Consumer Complaint behavior
References
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• Cornwell, T.B., Bleigh, A. and Babakus, E. 1991. Complaint behavior of Mexican army consumers to a third party, Journal of Consumer Affairs, 25 (1) 1-18.
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• Day, R.L., Granbicke, K., Schaetzle, P. and Staubach, F. 1981. The hidden agenda of consumer complaining, Journal of Retailing, 57 (3) 86-106.
• Day, R.L. (1984) Modeling choices among alternative responses to dissatisfaction, in Kinnear, T.C. (Ed.), Advances in Consumer Research, 11, 469-99.
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• Harrison-Walker L. Jean 2001. E-complaining: a content analysis of an Internet complaint forum. Journal of Service Marketing, 15 (5) 397-412.
• Heung Vincent and Lam Terry 2000. Customer complaint behavior towards hotel restaurant services, International Journal of Contemporary Hospitality Management 15 (6) 283-289.
• Kim Chulmin, Sounghie Kim, Subin Im and Changhoon Shin (2003) The effect of attitude and perception on consumer complaint intentions. Journal of Consumer Marketing, 20(4) 352-371.
• Karatepe Osman M. and Ekiz Erdogan H. 2004. The effects of organizational responses to complaints on satisfaction and loyalty: a study of hotel guests in Northern Cyprus. Managing Service Quality, 4 (6) 476-486.
• Liu Raymond R. and McClure Peter 2001. Recognizing cross-cultural differences in consumer complaint behavior and intentions: an empirical examination. Journal of Consumer Marketing, 18 (1) 54-74.
• Nsairat, F 1999. Sources of patient complaints of hospital services in the private sector of Jordan: An Analytical Study. Dirasat, Administrative Sciences, 26 (1) 78-97.
• Nader, L., 1980. No Access to Law, Alternatives to the American Judicial System, Academic Press, New York, NY.
• Nyer Prashanth U. 2000. An investigation into whether complaining can cause increased consumer satisfaction. Journal of Consumer Marketing, 17 (1) 9-19.
• TARP (Technical Assistance Research Program) 1981. Measuring the Grapevine: Consumer Response and Word-of-Mouth, The Coca-Cola Company, Atlanta, GA.
• TARP (Technical Assistance Research Program) 1999. Consumer Complaint Handling in America: An Update Study, White House Office of Consumer Affairs, Washington, DC.
• Reiboldt Wendy 2002. Complaint Behavior and Satisfaction with Complaint Outcome: A Look at Gender Differences. Consumer Interests Annual, 48, 76-87.
• Schouten, V. and Van Raiij, W. 1990. Consumer problems and satisfaction in a retail setting, Consumer Satisfaction/Dissatisfaction and Complaint Behavior, 3, 56-60.
• Stephanie Coyles and Timothy C. Gokey 2005. Customer retention is not enough, Journal of Consumer Marketing, 22 (2) 101–105.
• Singh, J., 1988. Consumer complaint intentions and behavior: definitional and taxonomical issues, Journal of Marketing, 52, January 93-107.
• Singh, J., 1990a. Voice, exit, and negative word-of-mouth behaviors: an investigation across three service categories, Journal of the Academy of Marketing Science, 18, Winter, 1-16.
• Singh, J., 1990b A typology of consumer dissatisfaction response styles, Journal of Retailing, 66, Spring, 57-99.
• Singh, J. and Wilkes, P.E. 1996. When consumers complain: a path analysis of the key antecedents of consumer complaint response estimates. Journal of the Academy of Marketing Science, 24, fall, 350-65.
• Schouten, V. and van Raaij, W. 1990. Consumer problems and satisfaction in a retail setting, Consumer Satisfaction/ Dissatisfaction & Complaint Behavior, Vol. 3, 1990, 56-60.
• Snellman Kaisa and Vihtkari Tiina, 2003. Customer complaining behavior in technologybased service encounters. International Journal of Service Industry Management, 14 (2) 217-231.
• Tax, S. S., Brown, S.W. and Chandra, M. 1998. Customer evaluations of service complaint experiences: implications for relationship marketing, Journal of Marketing, 62 (2) 60-76.
• Volkov Michael, Debra Harker and Michael Harker, 2002. Complaint behavior: a study of the differences between complainants about advertising in Australia and the population at large. Journal of Consumer Marketing, 19 (4) 54-69.
• British standard Institute. http://www.bsi-global.com/index.xalter
• Broadbridge Adelina and Marshall Julie 1995. Consumer complaint behavior: the case of electrical goods. International Journal of Retail & Distribution Management 23 (9) 8–18.
• Cornwell, T.B., Bleigh, A. and Babakus, E. 1991. Complaint behavior of Mexican army consumers to a third party, Journal of Consumer Affairs, 25 (1) 1-18.
• Day, R L and Landon, E L Jr 1977. Towards a theory of consumer complaining behavior, in Woodside, A., Sheth, J. and Bennett, P. (Eds), Consumer and Industrial Buying Behavior, North Holland Publishing Company, Amsterdam. Marketing, 17 (1) 9-19.
• Day, R.L., Granbicke, K., Schaetzle, P. and Staubach, F. 1981. The hidden agenda of consumer complaining, Journal of Retailing, 57 (3) 86-106.
• Day, R.L. (1984) Modeling choices among alternative responses to dissatisfaction, in Kinnear, T.C. (Ed.), Advances in Consumer Research, 11, 469-99.
• Goodwin, C. and Ross, I. 1990. Consumer evaluations of responses to complaints: whatʼs fair and why, Journal of Services Marketing, 4 (3) 53-61.
• Harrison-Walker L. Jean 2001. E-complaining: a content analysis of an Internet complaint forum. Journal of Service Marketing, 15 (5) 397-412.
• Heung Vincent and Lam Terry 2000. Customer complaint behavior towards hotel restaurant services, International Journal of Contemporary Hospitality Management 15 (6) 283-289.
• Kim Chulmin, Sounghie Kim, Subin Im and Changhoon Shin (2003) The effect of attitude and perception on consumer complaint intentions. Journal of Consumer Marketing, 20(4) 352-371.
• Karatepe Osman M. and Ekiz Erdogan H. 2004. The effects of organizational responses to complaints on satisfaction and loyalty: a study of hotel guests in Northern Cyprus. Managing Service Quality, 4 (6) 476-486.
• Liu Raymond R. and McClure Peter 2001. Recognizing cross-cultural differences in consumer complaint behavior and intentions: an empirical examination. Journal of Consumer Marketing, 18 (1) 54-74.
• Nsairat, F 1999. Sources of patient complaints of hospital services in the private sector of Jordan: An Analytical Study. Dirasat, Administrative Sciences, 26 (1) 78-97.
• Nader, L., 1980. No Access to Law, Alternatives to the American Judicial System, Academic Press, New York, NY.
• Nyer Prashanth U. 2000. An investigation into whether complaining can cause increased consumer satisfaction. Journal of Consumer Marketing, 17 (1) 9-19.
• TARP (Technical Assistance Research Program) 1981. Measuring the Grapevine: Consumer Response and Word-of-Mouth, The Coca-Cola Company, Atlanta, GA.
• TARP (Technical Assistance Research Program) 1999. Consumer Complaint Handling in America: An Update Study, White House Office of Consumer Affairs, Washington, DC.
• Reiboldt Wendy 2002. Complaint Behavior and Satisfaction with Complaint Outcome: A Look at Gender Differences. Consumer Interests Annual, 48, 76-87.
• Schouten, V. and Van Raiij, W. 1990. Consumer problems and satisfaction in a retail setting, Consumer Satisfaction/Dissatisfaction and Complaint Behavior, 3, 56-60.
• Stephanie Coyles and Timothy C. Gokey 2005. Customer retention is not enough, Journal of Consumer Marketing, 22 (2) 101–105.
• Singh, J., 1988. Consumer complaint intentions and behavior: definitional and taxonomical issues, Journal of Marketing, 52, January 93-107.
• Singh, J., 1990a. Voice, exit, and negative word-of-mouth behaviors: an investigation across three service categories, Journal of the Academy of Marketing Science, 18, Winter, 1-16.
• Singh, J., 1990b A typology of consumer dissatisfaction response styles, Journal of Retailing, 66, Spring, 57-99.
• Singh, J. and Wilkes, P.E. 1996. When consumers complain: a path analysis of the key antecedents of consumer complaint response estimates. Journal of the Academy of Marketing Science, 24, fall, 350-65.
• Schouten, V. and van Raaij, W. 1990. Consumer problems and satisfaction in a retail setting, Consumer Satisfaction/ Dissatisfaction & Complaint Behavior, Vol. 3, 1990, 56-60.
• Snellman Kaisa and Vihtkari Tiina, 2003. Customer complaining behavior in technologybased service encounters. International Journal of Service Industry Management, 14 (2) 217-231.
• Tax, S. S., Brown, S.W. and Chandra, M. 1998. Customer evaluations of service complaint experiences: implications for relationship marketing, Journal of Marketing, 62 (2) 60-76.
• Volkov Michael, Debra Harker and Michael Harker, 2002. Complaint behavior: a study of the differences between complainants about advertising in Australia and the population at large. Journal of Consumer Marketing, 19 (4) 54-69.
How to Cite
Khareaim, Hamza Salim Lutfi. 2006. “Jordanian Consumers’ Complaint Behavior”. Studies in Business and Economics 12 (2). https://doi.org/10.29117/sbe.2006.0023.
Section
Articles