A Glimpse into the Consumer Complaining Behavior of Immigrants

Abstract

Previous studies found that international consumers exhibit different complaint behavior to product or service disappointments, often explained in terms of underlying cultural values or norms. However, this could be attributed to other factors as well. This study re-examines the cultural impact on consumer complaint behavior (CCB) by investigating differences between first-generation immigrants. A 2X2X2 between- subject scenario-based experiment was administered with 250 Mexican and 165 Chinese, first generation immigrants. Although the two groups now reside in the same market environment, our study documented the existence of their CCB differences. The proposed underlying mechanisms for such differences are largely supported by our data. Implications for theory and managerial practices are highlighted.