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Negative emotions and their effect on customer complaint behaviour
Hedmark Univ Coll, Elverum, Norway.ORCID iD: 0000-0002-5605-9285
2011 (English)In: Journal of Service Management, ISSN 1757-5818, E-ISSN 1757-5826, Vol. 22, no 1, p. 111-134Article in journal (Refereed) Published
Abstract [en]

Purpose – This study aims to investigate pre-complaint situations and has a threefold purpose: to identify a set of negative emotions experienced in unfavourable service experiences, to examine the patterns of these negative emotions and to link these negative emotions to complaint behaviour.

Design/methodology/approach – To fulfil the threefold purpose previously outlined, the study uses a combination of qualitative and quantitative methodologies. A critical incident technique is applied. The empirical data are derived from 25 in-depth interviews and the results of a questionnaire survey of 3,104 respondents.

Findings – A total of 20 observed negative emotions are reduced to a second-order construct with five latent categories of negative emotions: shame, sadness, fear, anger and frustration. These categories coincide with three categories of negative emotions in the agency dimension: other-attributed, self-attributed and situational-attributed. The study finds that the negative emotion of frustration is the best predictor for complaint behaviour towards the service provider.

Research limitations/implications – The results are limited by the fact that the data are entirely self-reported. Moreover, the generalisabilty of the results is limited by the fact that the findings relate to one service industry in one country.

Originality/value – The study provides a comprehensive conceptual understanding of both pre-complaint negative emotions and how these emotions affect customer complaint behaviour.

Place, publisher, year, edition, pages
2011. Vol. 22, no 1, p. 111-134
Keywords [en]
Emotional dissonance, Complaints, Consumer behaviour
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-2042DOI: 10.1108/09564231111106947ISI: 000289586400006OAI: oai:DiVA.org:kau-2042DiVA, id: diva2:5575
Available from: 2008-05-21 Created: 2008-05-21 Last updated: 2017-12-07Bibliographically approved
In thesis
1. Customer Complaint Behaviour in Service
Open this publication in new window or tab >>Customer Complaint Behaviour in Service
2008 (English)Doctoral thesis, comprehensive summary (Other scientific)
Abstract [en]

It is vital for every service provider to get feedback from its customers.

This is especially important when a customer has perceived an unfavourable service experience. One way to receive feedback from these customers is to encourage and make it easy for them to complain.

Scholarly knowledge about complaint behaviour gives the service provider valuable insight about service problems and how to improve e.g. service offerings, service processes and interactions, to increase customer satisfaction, loyalty and profit. For that reason it is argued that customers who have an unfavourable service experience should be encouraged to complain, because if not, the provider risks losing the customer and thus future revenue.

Previous research within complaint behaviour has mainly focused on the static description of motivation, antecedents, or the outcome response of complaint behaviour. The research has mainly explored different features linked to the market, the provider, the service and/or individual customer’s issues. To learn more about the customer’s complaint behaviour there is a need to take a dynamic and processual approach. This may help providers to serve customers more correctly and prevent unfavourable service experiences.

The main aim of this dissertation is to enhance the knowledge of the dynamic behavioural processes in customer complaint behaviour. The dissertation will contribute to conceptualise different aspects of customer complaint behaviour. In addition, the dissertation will give an empirical grounded understanding of contextual and emotional aspects that may help to recognize the complexity of the complaint behaviour process.

The contribution is a portrayal of different models describing the dynamic process of complaint behaviour including a new customer complaint behaviour model. Customer complaint behaviour is viewed as action and reaction - as a dynamic adjustment process that occurs during and/or after the service interaction, rather as a post-purchase activity. In order to capture these adjustments, a new conceptual complaint model is suggested which holds three thresholds for complaint behaviour and emphasis three different behavioural categories in the complaint process. Further, the dissertation gives an explanation of contextual and emotional issues that influence the complaint behaviour. The dissertation also includes an epistemological framework to anchor the paradigmatic belongings of service research as a basis for the design of studies in the area of customer complaint behaviour.

Place, publisher, year, edition, pages
Karlstad: Karlstads universitet, 2008. p. 108
Series
Karlstad University Studies, ISSN 1403-8099 ; 2008:14
Keywords
Customer complaint behaviour, complaint, dynamic, process
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-1625 (URN)978-91-7063-172-6 (ISBN)
Public defence
2008-06-09, Agardhsalen, 11D 257, Karlstads universitet, 13:00
Opponent
Supervisors
Available from: 2008-05-21 Created: 2008-05-21 Last updated: 2015-01-29

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