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Age matters: How developmental stages of adulthood affect customer reaction to complaint handling efforts

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  • Roschk, Holger
  • Müller, Jana
  • Gelbrich, Katja

Abstract

This research examines how age moderates the impact of justice perception (i.e., distributive, procedural, and interactional justice) on post-complaint satisfaction. By tracking the three justice dimensions' effect sizes across different ages, we identify four developmental stages of adulthood, which are separated by five-year transition periods. The stages are young (18–27 years of age), early (33–43), middle (49–57), and late adulthood (≥63). The moderation results show that the impact of distributive justice on satisfaction peaks in middle adulthood and the effect of procedural justice in early adulthood. Finally, the effect of interactional justice dips in early adulthood. Managerial and theoretical implications are discussed.

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  • Roschk, Holger & Müller, Jana & Gelbrich, Katja, 2013. "Age matters: How developmental stages of adulthood affect customer reaction to complaint handling efforts," Journal of Retailing and Consumer Services, Elsevier, vol. 20(2), pages 154-164.
    • Handle: RePEc:eee:joreco:v:20:y:2013:i:2:p:154-164
    DOI: 10.1016/j.jretconser.2012.11.002
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    2. Kuppelwieser, Volker G., 2016. "Towards the use of chronological age in research – A cautionary comment," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 17-22.
    3. Japutra, Arnold & Kumar Roy, Sanjit & Pham, Tram-Anh N., 2021. "Relating brand anxiety, brand hatred and obsess: Moderating role of age and brand affection," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    4. Loureiro, Sandra Maria Correia & Roschk, Holger, 2014. "Differential effects of atmospheric cues on emotions and loyalty intention with respect to age under online/offline environment," Journal of Retailing and Consumer Services, Elsevier, vol. 21(2), pages 211-219.
    5. Bambauer-Sachse, Silke & Rabeson, Landisoa, 2015. "Determining adequate tangible compensation in service recovery processes for developed and developing countries: The role of severity and responsibility," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 117-127.
    6. Gohary, Ali & Hamzelu, Bahman & Alizadeh, Hamid, 2016. "Please explain why it happened! How perceived justice and customer involvement affect post co-recovery evaluations: A study of Iranian online shoppers," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 127-142.
    7. Japutra, Arnold & Ekinci, Yuksel & Simkin, Lyndon, 2022. "Discovering the dark side of brand attachment: Impulsive buying, obsessive-compulsive buying and trash talking," Journal of Business Research, Elsevier, vol. 145(C), pages 442-453.
    8. Paul, Justin & Sahadev, Sunil, 2018. "Service failure and problems: Internal marketing solutions for facing the future," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 304-311.
    9. Khan, Imran & Hollebeek, Linda D. & Fatma, Mobin & Islam, Jamid Ul & Riivits-Arkonsuo, Iivi, 2020. "Customer experience and commitment in retailing: Does customer age matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).

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