Ìnsights into Illegitimate Customer Complaining ~ A quantitative research on the types of illegitimate complainants and their drivers, neutralization techniques, and relationship with the company
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2021-06-29
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en
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This master’s thesis concerns a quantitative research into the phenomenon of illegitimate customer complaining. The purpose of this study was to extend the research of Joosten (2020) on illegitimate complaints by empirically testing his typology of illegitimate customer complaining. This typology distinguished four types of illegitimate complainants, namely the must-, need-, want-, and can-type, each with their own set of drivers, neutralization techniques, degree of illegitimate customer complaining behavior, and perception of their relationship with the company. After conducting an online survey, the data was analyzed with the use of a MANOVA-analysis and a Post Hoc test, which resulted in the conclusion that the typology of Joosten (2020) could only partly be confirmed. As a response to the rejected hypotheses, some alterations to the typology of Joosten (2020) were suggested. These suggestions mainly focused on a different attribution of the neutralization techniques. The results of this study can help managers and employees working in the service recovery process prevent illegitimate complaints. Most important are a good and open communication for setting the right expectations and making the customers feel heard, and a more detailed formulation of the terms and conditions of the liberal redress policy.
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Faculteit der Managementwetenschappen