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    Investigating Individual Differences in Customer Complaint Behavior: Towards a Comprehensive Conceptual Framework

    Access Status
    Fulltext not available
    Authors
    Sharma, Piyush
    Marshall, R.
    Date
    2005
    Type
    Conference Paper
    
    Metadata
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    Citation
    Sharma, P and Marshall, R. 2005. Investigating Individual Differences in Customer Complaint Behavior: Towards a Comprehensive Conceptual Framework. In Proceedings of 2005 Academy of Marketing Science (AMS) Annual Conference. 25-28 May 2005. Tampa, Florida.
    Source Title
    Developments in Marketing Science: Proceedings of the Academy of Marketing Science
    Source Conference
    2005 Academy of Marketing Science (AMS) Annual Conference
    DOI
    10.1007/978-3-319-11779-9_36
    Faculty
    Faculty of Business and Law
    School
    School of Management and Marketing
    URI
    http://hdl.handle.net/20.500.11937/88186
    Collection
    • Curtin Research Publications
    Abstract

    There is little research exploring the complex psychological processes underlying individual differences in customer reactions to similar dissatisfaction situations i.e., whether to complain or not, whom to complain to and the methods used for complaining. In this research, we address these gaps by first developing a comprehensive conceptual framework incorporating two important situational variables in the CCB context – customer dissatisfaction and involvement along with two relevant consumer traits – impulsivity and self-monitoring. Based on this framework, several hypotheses are developed about the relationships among these variables. Next, we describe a survey-based study used to test these hypotheses, with a large sample of student subjects (N=489), in two different contexts – one involving dissatisfaction with a product and another with a service. Finally, the results are discussed along with some limitations and directions for future research.

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