Excuse you? A research study on the effectiveness of deterrence tactics to reduce illegitimate complaining
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2022-06-29
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en
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How could organizations prevent or reduce the greedy customer type of illegitimate complaining? In order to answer this question, an online, scenario-based, between-subjects experiment was executed. Current study made a first attempt to find evidence regarding the phenomena of illegitimate complaining, in order to possibly support propositions made by Joosten (2022) and Dootson et al., (2018). Since illegitimate complaints are often justified with neutralization techniques, it was proposed that firms could use deterrence tactics in order to deter these techniques. Therefore, this research examined whether a match between a neutralization technique used by the greedy customer and deterrence tactic was effective regarding the level of cognitive dissonance and intention to complain of the customer.
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Faculteit der Managementwetenschappen