THE EFFECT OF SERVICE QUALITY AND EXPECTATIONS ON CUSTOMER COMPLAINTS -super-
Customer complaints measure consumers' dissatisfaction with the quality of a product or service. If product quality is unobservable ex ante , customer complaints may be driven by expectations as well as by the actually experienced quality level. I test whether the level of quality that could be expected prior to consumption affects the number of customer complaints after controlling for- ex post observable-actual quality, using data from the U.S. airline industry. I find that there are fewer complaints when actual quality is higher. Controlling for actual quality, a higher level of expected quality leads to more complaints. Copyright 2008 The Author.
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Volume (Year): 56 (2008)
Issue (Month): 1 (03)
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