An Integrated Model of Consumer Complaint Action Applied to Services: A Pilot Study

Abstract

Based on the economic theory of demand, the cost/benefit, restraints, personality, and learning models of consumer complaining behavior are integrated. In either the pre- or post-purchase buying stage, a dissatisfied consumer may demand one or more of the three major complaint actions: public, private, or no action. A recursive logit specification is used to test the model on a pilot sample of 94 dissatisfied consumers. Results indicate that the approach appears viable, and may be used to aid marketers in developing strategies to improve customer service, thus improving the workings of the marketplace. Much work remains, however, on both the theoretical and empirical specifications.