Template-Type: ReDIF-Article 1.0
Author-Name: Ikram Cadimi
Author-Email: icadimi@gmail.com
Author-Workplace-Name: Faculty of Economics and Management , Ibn Tofail University of Kenitra, Morocco
Author-Name: Lalla Nezha Lakmiti
Author-Email: nezhalakmiti@gmail.com
Author-Workplace-Name: Faculty of Economics and Management , Ibn Tofail University of Kenitra, Morocco
Author-Name: Kaoutar Rguibi
Author-Email: Kaoutar.rguibi@gmail.com
Author-Workplace-Name: Mohammed V University of Rabat, Morocco
Author-Name: Hicham Slalmi
Author-Email: hicham_slalmi@yahoo.fr
Author-Workplace-Name: Faculty of Economics and Management , Ibn Tofail University of Kenitra, Morocco
Author-Name: Cheklekbire Malainine
Author-Email: malainine.chekh@yahoo.fr
Author-Workplace-Name: Faculty of Economics and Management , Ibn Tofail University of Kenitra, Morocco
Title: Consumer complaint behavior: Beyond Hirschman's exit-voice-loyalty framework
Abstract: Studies on consumer complaining behavior mainly focus on complaining behavior predictors (e.g., culture, demographic characteristics, personality characteristics).  Academics and practitioners have accorded little attention to the concept of a consumer complaint behavior and the complaint responses structure. In fact, since Hirschman's "Exit-Voice-Loyalty model," few researchers have attempted to improve and offer new frameworks (e.g., Singh's taxonomy; Day and Landon's dichotomy). The purpose of this paper is to examine the classical taxonomies of consumers complaining behavior. The first result shows that the conceptual and methodological studies bring about significant variation and differentiation in terms of terminology, variable definitions, number of variables used, and model structure. These different interpretations could naturally generate contradicting classifications and misleading results. The second result refers to the inadequacy of the classical taxonomies to withstand the test of time. Today's consumers have multiple complaining opportunities or platforms that need to be considered in the research model. Companies are facing challenges when it comes to choosing which communication platform must be prioritized. For instance, social media platforms add another layer of complexity to the study of complaining behavior. In light of these changes, academics should design integrated models to guide research and help practitioners acquire more profound knowledge and design efficient complaints handling systems. From a managerial perspective, companies hold incomplete and inaccurate customer satisfaction data. While consumer complaint behavior is studied separately, academics have pointed out that complaint actions are part of the post-purchase outcomes. Therefore, including complaints in the satisfaction, dissatisfaction process will only give companies a complete picture. Managers could improve satisfaction data and analysis through the use of sound recovery systems.
Keywords: Customer complaint behavior, complaints, dissatisfaction, voice, exit, model
Journal: International Journal of Accounting, Finance, Auditing, Management and Economics
Pages: 138-149
Volume: 2
Issue: 5
Year: 2021
File-URL: https://ijafame.org/index.php/ijafame/article/view/224
File-Format: text/html
File-URL: https://ijafame.org/index.php/ijafame/article/view/224/224
File-Format: application/pdf
Handle: RePEc:aoa:journl:v:2:y:2021:i:5:p:138-149