A Historical Review and Future Research Agenda for the Field of Consumer Satisfaction, Dissatisfaction and Complaining Behavior
Abstract
Researchers have shown increasing interest in the antecedents and consequences of consumer satisfaction, dissatisfaction, and complaining behavior (CS), with research published in a wide range of marketing journals over the past 30 years. Although CS research appears to be in the maturity stage, there is still much to learn about the topic particularly in light of contradictory findings that exist within the marketing literature. Adapting a methodology from a recent marketing education literature review, this article develops a framework to organize and review nearly 400 articles published in the Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior; identifying key research themes and future research directions aimed at developing a more complete understanding of the complex interrelationships of the antecedents and consequences of CS.References
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