Consumer Complain Behaviors of Market Mavens

Abstract

Market mavens are a group of influential consumers who seek and provide information to other consumers. Research has documented their tendency to provide information on a variety of products, services and marketplace phenomena such as special sales and general prices. Because of their general influence which spans many product categories, mavens should be of particular interest to retailers. Although much has been written about the tendency of mavens to provide marketplace information no previous research has examined the consumer complaint behaviors of mavens. This research does so and finds that mavens report a greater tendency to engage in both private and third-party complaint behaviors when faced with a dissatisfying transaction. Implications for handling consumer complaints are discussed.