“Liar Liar Pants on Fire” The effectiveness of deterrence tactics to reduce illegitimate complaining
The objective of this study is to investigate whether certain communication channels have an effect on illegitimate complaining behaviour. Research about this topic is essential, as illegitimate complaining is harmful for firms and therefore firm should have techniques to deter this kind of behaviour. By means of an online self-administrated scenario-based survey-experiment, data was collected from 437 respondents. As this thesis was part of a greater picture, the data was gathered collectively. Therefore, only 123 valid respondents were left in the sample, as they were useful for this study. The findings demonstrate that telephone is a useful deterrence tactic to deter illegitimate complaining. Forcing someone to illegitimate complain via the telephone will create a feeling of cognitive dissonance and will result in less intention to complain. This will result in a reduction of illegitimate complaining behaviour. Based on these findings, it is recommended that firms re-evaluate their customer complaints and service recovery procedures and focus on the communication channel that best fits with the illegitimate complaining type they are dealing with. Furthermore, interesting for further research is to investigate the other three illegitimate complaining types and find the deterrence tactics that are most suited for them.
Faculteit der Managementwetenschappen