Post Purchase Behavioral Intentions: An Empirical Study of Dissatisfied Retail Consumers in Mexico

  • Mariana Hernandez
  • Douglas Fugate


US retailers are increasingly interested in entering the consumer market in Mexico. Demographic and purchasing trends are highly favorable. However, there is relatively little information available on post-purchase satisfaction, dissatisfaction and complaining behavior among Mexican consumers. The present study presented four purchasing scenarios to a stratified sample of adults in the centrally-located Mexican state of Queretaro. The four scenarios described an unsatisfactory experience with a convenience good, a shopping good, a durable good, and a service. Respondents were asked to indicate which of six consumer complaining behavior (CCB) responses they were likely to pursue on a five point scale. Results indicated that complaining to friends and family was the most likely result with very little attention given to responses involving third parties. Even complaining to the local store or seller was not a common response. US retailers must teach Mexican consumers that complaining is a useful endeavor. Otherwise, US retailers will not be able to capture information from dissatisfied consumers. Such information is critical in generating customer loyalty; particularly from firms that have a different cultural orientation.
Journal Articles