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A Dynamic Model of Customer Complaining Behaviour from the Perspective of Service-Dominant Logic
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center.ORCID iD: 0000-0002-5605-9285
2012 (English)In: European Journal of Marketing, ISSN 0309-0566, E-ISSN 1758-7123, Vol. 46, no 1/2, 284-305 p.Article in journal (Refereed) Published
Abstract [en]

Purpose - The purpose of this paper is to propose a conceptual model of customer complaining behaviour as a dynamic process in accordance with the service-dominant logic perspective of marketing.

Design/methodology/approach - The study reviews the common behaviour models of customer complaints and relates this to the service-dominant logic perspective in order to develop and describe a dynamic conceptual model of customer complaining behaviour.

Findings - The proposed model posits three categories of complaining behaviour due to a customer’s unfavourable service experience: (i) no complaining response, (ii) communication complaining responses and (iii) action complaining responses.

Research limitations/implications - Empirical validation of the proposed conceptual model is needed.

Practical implications - The proposed model can be used by managers to understand the various behaviour responses of customer complaints that the company experiences. In addition, the model assists in framing appropriate managerial responses, including service recovery and improved service design.

Originality/value - The study represents a thorough conceptual examination of the complaint process and proposes a dynamic model of customer complaining behaviour based on the service-dominant logic perspective.

Place, publisher, year, edition, pages
2012. Vol. 46, no 1/2, 284-305 p.
Keyword [en]
Customer complaining behaviour; Complaint process, Service-dominant logic of marketing, Communication complaint responses, Action complaint responses, Customers, Customer satisfaction, Complaints, Logic
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-2041DOI: 10.1108/03090561211189338ISI: 000302198200014OAI: oai:DiVA.org:kau-2041DiVA: diva2:5574
Available from: 2008-05-21 Created: 2008-05-21 Last updated: 2017-08-08Bibliographically 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. 108 p.
Series
Karlstad University Studies, ISSN 1403-8099 ; 2008:14
Keyword
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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Publisher's full texthttp://www.emeraldinsight.com/doi/full/10.1108/03090561211189338

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