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    Complainers versus non-complainers retaliatory responses towards service dissatisfactions

    21003_downloaded_stream_459.pdf (190.1Kb)
    Access Status
    Open access
    Authors
    Phau, Ian
    Baird, Michael
    Date
    2008
    Type
    Journal Article
    
    Metadata
    Show full item record
    Citation
    Phau, Ian and Baird, Michael. 2008. Complainers versus non-complainers retaliatory responses towards service dissatisfactions. Marketing Intelligence and Planning 26 (6): 587-604.
    Source Title
    Marketing Intelligence and Planning
    DOI
    10.1108/02634500810902848
    Faculty
    Curtin Business School
    School of Marketing
    Remarks

    The definitive version is available from the Emerald Group Publishing Limited

    The link to this article is: http://dx.doi.org/10.1108/02634500810902848

    URI
    http://hdl.handle.net/20.500.11937/35931
    Collection
    • Curtin Research Publications
    Abstract

    The paper aims to investigate the different forms of retaliatory responses towards dissatisfactory service encounters experienced by Australian consumers. It further compares demographic and psychographic profiles of complainers versus non-complainers. 1200 mail surveys were sent out through a random list of addresses obtained from the White Pages. Data from 237 usable surveys (29.1%) were analysed using a series of statistical techniques including factor analysis to profile psychographic factors and discriminant analysis to identify complainers from non-complainers. It is found that both complainers and non-complainers engage in some form of retaliatory responses. Complainers have a high sense of justice, are less conservative and have a more positive attitude towards complaining than their non-complaining counterparts. Gender, income and education have no effect on complaining behaviour for both complainers and non-complainers.The high number of retaliation through 'exit' is a concern for Australian firms. Firms have to make an effort to identify the conditions exactly how each occurs and the strategies best available to rectify them. Mechanisms can be put in place to reduce these occurrences to improve the business as a whole. The paper matches the demographic and psychographic profiles of complainers and non-complainers with potential types of products and services and the related retaliatory responses.

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