Consumers' Perceptions of the Usefulness of Company Complaint Information Provided by the Better Business Bureau

Abstract

This research investigates consumer perceptions of the usefulness of Better Business Bureau (BBB) information regarding a company's business history and performance.  The results of a telephone survey suggest that consumers generally perceive the usefulness of BBB information highly, even more valuable than information provide by friends or family, and generally are most interested in information regarding the number of prior complaints against a company. Several issues for BBB consideration are discussed relating to this information, including the effects of company size on the number of complaints, the potential for categorizing the specific types of complaints, and the advantages and disadvantages of the BBB offering company endorsements.