The antecedents of the consumer complaining behavior (CCB)

Daniel Von Der Heyde Fernandes*, Cristiane Pizzutti dos Santos

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

13 Citations (Scopus)

Abstract

This study aims to test a theoretical model which attempts to integrate different streams of CCB and analyze it among Brazilian consumers. Two levels of severity of failure between-subjects design was used. A total of 480 students were exposed to a written scenario describing a restaurant experience. Dissatisfaction level, attitude towards complaining, self-confidence and perceived likelihood of success influence complaint, word-of-mouth and switching intentions, but in different manners. Consumer self-confidence is the main driver to complaint while dissatisfaction level the most relevant for negative WOM and switching intentions. Attitude towards complaining moderates the relationship between dissatisfaction level and complaint intention.
Original languageEnglish
Pages (from-to)584-592
Number of pages9
JournalAdvances in Consumer Research
Volume35
Publication statusPublished - 2008
Externally publishedYes

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