Faculty Scholarship 1994 - Present

Cross-Cultural Aspects of Complaining - Findings from Exploratory Surveys

Consumers' propensity to complain is investigated in relation to psychographic and demographic variables, based on data from exploratory surveys in the U.S. and Singapore. Results tend to confirm propositions previously advanced in the literature regarding cross-cultural differences in complaining, and suggesting that sensitivities to potential monetary and (especially) non-monetary costs are a deterrent to complaining. Implications for research and marketng practice are considered. One aspect of consumer behavior, consumers' propensity to complain (PTC), has been the subject of increasing scruitiny in recent years. It is now a major focus of consumer satifaction research, including an annual conference series and a Journal of Consumer Satisfaction/Dissatisfaction & Complaining Behavior. Practical marketers are also increasingly interested in consumer complaining behavior (CCB). Many recognize that CCB can actually be a good thing, insofar as it uncovers areas of potential consumer dissatisfaction that can be remedied, thereby increasing the proportion of satisfied customers in the furue. Moreover, CCB can actually increase customer satisfaction by allowing consumers to vent negative afffect (Nyer, 2000).