Neutralizing illegitimate complaints. A study on illegitimate complaints, neutralization techniques and relationship variables
This study about illegitimate complaints tried to distinguish groups of drivers forming different categories of illegitimate complainers. It was tested whether or not these different categories varied in their usage of neutralization techniques and their change in relationship with the business where they filed their complaints. The study is a continuation of previous research on illegitimate complaints. First, the drivers of illegitimate complaining were tested in a multiple regression. The drivers found to be significant were internal attribution, halo-effect, distributive injustice, financial greed, opportunism and social norm towards illegitimate complaining. Next, this study aimed at clustering different drivers together by doing factor and cluster analyses. It was found that the perceptions of injustice and loss of control are correlated significantly forming the category ‘have to’ complainers. Furthermore, the drivers’ internal attribution (attribution to self), opportunism, liberal redress policy and financial greed seem to cluster together forming the ‘able to’ complainers. It was found in a MANOVA that different categories of complainers are more/less likely to use certain neutralization techniques and that ‘have to’ complainers experience a decrease in their relationship with the firm whereas ‘able to’ complainers see a slight increase in their relation after the complaint handling procedure.
Faculteit der Managementwetenschappen