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Determinants affecting customer¡¯s complaint intention

Author

Listed:
  • Kamran Azam
  • Munawar Javed
  • Shazib Arif
  • Nabila Rukhsar
  • Shafia Muzaffar
  • Ayyaz Manzoor Kanjoo
  • Muhammad Ahsan Nawaz
  • Muhammad Aftab Ali

Abstract

Purpose - The purpose of this paper is to understand the factors that influence customers` complaint intention by developing a comprehensive integrated model.Design/methodology/approach - The research adopted a convenient sampling method and carried out surveys in department stores, supermarkets, cafeterias and convenience stores in Pakistan.Findings - The results show that perceived value, perceived likelihood of successful complaint, the attitude toward complaining and politeness all have significant effects on the complaint intention. Also, prior experience of complaining is analyzed as the antecedents.Practical implications - The results indicate that in order to intensify customers` attitude towards complaining, firms should increase value of a complaint and perceived likelihood of complaint along with keeping degree of politeness of a customer and introduce policies that encourages more polite customers to make direct complaintOriginality/value - In this study it has be proven that perceived value of complaint, perceived likelihood of success, attitudes toward complaint and politeness significantly affects customer's tendency to make a complaint and are important determinants. This study also explores the effect of previous complaint experience on perceived likelihood of successful complaint. This research provides a more holistic view of the determinants that affect customer`s complaint behavior by taking customer`s politeness in view along with other complicated structural relationships.

Suggested Citation

  • Kamran Azam & Munawar Javed & Shazib Arif & Nabila Rukhsar & Shafia Muzaffar & Ayyaz Manzoor Kanjoo & Muhammad Ahsan Nawaz & Muhammad Aftab Ali, 2013. "Determinants affecting customer¡¯s complaint intention," International Journal of Learning and Development, Macrothink Institute, vol. 3(6), pages 139-152, December.
    • Handle: RePEc:mth:ijld88:v:3:y:2013:i:6:p:139-152
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    References listed on IDEAS

    as
    1. Richins, Marsha L, 1983. "An Analysis of Consumer Interaction Styles in the Marketplace," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(1), pages 73-82, June.
    2. Muhammad Rizwan1 & Syed Hassan Ali & Sonia Akhter & Yasir Abbas & Anila Kanwal & Shoaib Iqbal & Waqas Aziz, 2013. "Determinants Affecting Consumer Complaining Behavoir: A Study in a University Of Pakistan," Asian Journal of Empirical Research, Asian Economic and Social Society, vol. 3(2), pages 160-174, February.
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    Cited by:

    1. Munawar Javed Ahmad & Norzieirani bt. Ahmad & Nazlina Zakaria, 2018. "Service Recovery Performance: A Critical Review of Literature," Pakistan Journal of Humanities and Social Sciences, International Research Alliance for Sustainable Development (iRASD), vol. 6(3), pages :390-411, September.

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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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