Toward an Integrated Conceptual Model of Consumer Complaining Behavior

Abstract

The authors develop a conceptual model of consumer complaining behavior, in a retail environment, by integrating the confirmation/ disconfirmation paradigm, A.O. Hirschman's theory of exit, voice, and loyalty, and Folkes' attributional approach with the work of Day, Richins, Bearden and Mason, and Singh. The model advances current work by treating complaining behavior as a dynamic process (as recommended by Robinson). That is, this model explicitly recognizes that some complaining behaviors (i.e. negative word-of-mouth, exit, and third party complaints) are largely dependent upon the outcome of the redress seeking episode (herein referred to as perceived justice).