Intensity of Dissatisfaction and Consumer Complaint Behaviors

Abstract

The main objective of this paper is to present alternative conceptualizations of the relationship between intensity of dissatisfaction and consumer complaint behaviors (CCB). The main recommendation of this paper is for multidimensional operationalization of both the dependent variable (CCB) and the predictor variable (dissatisfaction). Four competing sets of models and hypotheses are presented: I) The intensity of dissatisfaction being directly related to the CCB activity; II) The relationship between intensity of dissatisfaction and the CCB being mediated by expectancy-value judgments of the CCB and attitude toward complaining; Ill) The relationship between intensity of dissatisfaction and the CCB being moderated by expectancy-value judgments, attitude toward complaining, and prior experience of complaining; IV) Four parallel predictors of CCB (i.e., intensity of dissatisfaction, expectancy-value judgments, attitude toward complaining, and prior experience of complaining).