A Theoretical Framework for Modeling Consumers' Response to Marketplace Dissatisfaction

Abstract

The understanding of why dissatisfied consumers respond the way they do is important from theoretical, managerial, and public policy perspectives. Yet research into this post-purchase phenomenon has tended to be somewhat fragmented. We propose a holistic, process oriented model which attempts to integrate the different streams of consumer complaining
behavior (CCB) research in a manner largely consistent with previous theoretical and empirical research. Based on this model, several testable hypotheses are developed to guide future CCB research. Furthermore, we analyze past CCB research using the proposed model. This analysis reveals several gaps in the CCB literature that are amenable to empirical investigation by use of the proposed model. In order to guide such empirical investigation, we delineate several avenues for future research into the CCB phenomenon.