Complainants’ Justice Perceptions and Post Complaint Behaviours: An Empirical Study on E-Nwom, Exit Intentions and Venting Negative Feelings

Antecedents of complaint behavior and post complaint behavior and its results have widely been studied by researchers. Extant literature supports the relationship between perceived justice and complaint satisfaction. Besides, several studies indicate that complaint satisfaction plays a vital role in terms of influencing customers’ intentions of exit and word of mouth. High technological developments enhance the ways that customers express their post complaint behavior. Virtual environments enable customers to reflect their feelings caused by negative purchase or complaint experiences more frequently and effectively. This research examines the relationships among justice perceptions, complaint satisfaction, exit intentions, electronic negative word of mouth intentions (NWOM) and venting negative feelings motive as the underlying reason of exit intentions. Depending on previous studies, we argue that justice dimensions affect complaint satisfaction. In addition, we propose that complaint satisfaction influences the venting negative feelings motive, exit intentions and electronic NWOM intentions. We further argue that venting negative feelings is a motive of exit intentions and exit intentions affect electronic NWOM intentions. Since Turkey is an emerging market for electronic goods because of its extremely high young population, we focused on post complaint behavior of electronic goods customers. In order to determine their justice perceptions, complaint satisfaction and their exit and electronic NWOM intentions, 652 surveys were conducted. To test research hypothesis, Structural Equation Modeling was used and results support our predictions.