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dc.contributor.authorGrougiou, V.
dc.contributor.authorPettigrew, Simone
dc.date.accessioned2017-01-30T11:10:36Z
dc.date.available2017-01-30T11:10:36Z
dc.date.created2014-11-19T01:14:01Z
dc.date.issued2010
dc.identifier.citationGrougiou, V. and Pettigrew, S. 2010. Seniors’ attitudes to voicing complaints: a qualitative study. Journal of Marketing Management. 25: pp. 987-1001.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/9121
dc.identifier.doi10.1362/026725709X479336
dc.description.abstract

Demographic trends and developments in the societal distribution of financial resources have resulted in a substantial increase in the purchasing power of the senior market, making this segment of increasing interest to marketers. This qualitative study examined seniors’ knowledge of and attitudes towards voicing complaints to service providers. In-depth interviews and projective techniques were conducted with 60 seniors of varying demographic profiles. The findings support previous research that has found that seniors may avoid expressing dissatisfaction with service organisations directly to the service provider. Interviewees attributed their reluctance to complain to image management concerns, culturally-attributed difficulties, market alienation, emotional and physical costs, and prior disappointing experiences. A model of senior customers’ intentions to voice their complaints to service organisations is proposed and suggestions for further research are provided.

dc.publisherRoutledge
dc.subjectDissatisfaction
dc.subjectAttitudes
dc.subjectSeniors
dc.subjectComplaining behaviour
dc.titleSeniors’ attitudes to voicing complaints: a qualitative study
dc.typeJournal Article
dcterms.source.volume25
dcterms.source.startPage987
dcterms.source.endPage1001
dcterms.source.issn0267-257X
dcterms.source.titleJournal of Marketing Management
curtin.accessStatusFulltext not available


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