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Consumer complaint behavior in telecommunications: The case of mobile phone users in Spain

Author

Listed:
  • Garín-Muñoz, Teresa
  • Gijón, Covadonga
  • Pérez-Amaral, Teodosio
  • López, Rafael

Abstract

This work analyzes the post-purchase behavior of mobile phone users once they have experienced a service failure. Taking into account the existing literature on Consumer Complaint Behavior (CCB), a survey for 4249 individuals in Spain is used for specifying econometric equations explaining the determinants of the complaining decision and the impact of a proper management of complaints on overall satisfaction. The results suggest that dissatisfaction is not a necessary condition for complaining and that the propensity to complain is different depending on the type of problem experienced by the customer. Another relevant finding of this study is that a good handling of complaints by the company may constitute a source of improvement in the overall user satisfaction and profitabity of the firm. This result is of great interest for its implications when designing the marketing strategy of companies. Accordingly it seems reasonable to use the complaint management as a powerful tool to retain customers.

Suggested Citation

  • Garín-Muñoz, Teresa & Gijón, Covadonga & Pérez-Amaral, Teodosio & López, Rafael, 2014. "Consumer complaint behavior in telecommunications: The case of mobile phone users in Spain," 25th European Regional ITS Conference, Brussels 2014 101444, International Telecommunications Society (ITS).
    • Handle: RePEc:zbw:itse14:101444
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    References listed on IDEAS

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    1. J. Scott Long & Jeremy Freese, 2006. "Regression Models for Categorical Dependent Variables using Stata, 2nd Edition," Stata Press books, StataCorp LP, edition 2, number long2, March.
    2. Andreasen, Alan R, 1985. "Consumer Responses to Dissatisfaction in Loose Monopolies," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(2), pages 135-141, September.
    3. Gilly, Mary C & Gelb, Betsy D, 1982. "Post-Purchase Consumer Processes and the Complaining Consumer," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 323-328, December.
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    Cited by:

    1. Uner, M.Mithat & Guven, Faruk & Cavusgil, S.Tamer, 2020. "Churn and loyalty behavior of Turkish digital natives: Empirical insights and managerial implications," Telecommunications Policy, Elsevier, vol. 44(4).
    2. Guven, Faruk, 2018. "Churn and loyalty behaviour of Turkish digital natives," 29th European Regional ITS Conference, Trento 2018 184943, International Telecommunications Society (ITS).

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    More about this item

    Keywords

    Consumer Complaint Behavior; Mobile phones; Consumer Retention; Consumer Satisfaction Consumer Loyalty; Voice; Exit; Service Failure; Complainers;
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