Consumer Interaction Styles and Purchase Complaint Intentions

Abstract

Employing a previously developed scale for measuring consumer interaction style this study investigated the relationship between personality and specific consumer responses to purchase dissatisfaction. One hundred sixty-five students responded to a questionnaire measuring interaction style and consumer complaining behavior. Significant relationships were found suggesting that interaction style is a determinant of the type of complaining behavior in which consumers engage. Recommendations for further research in the area are offered.