What drives illegitimate customer complaining behaviour? An empirical study on the drivers of illegitimate customer complaining behaviour, the types of complaints and the relationship between the customer and the organisation

Keywords
No Thumbnail Available
Issue Date
2021-06-29
Language
en
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Within this study, the developed typology of complainers by Joosten (2020) is tested by conducting an online survey, in which drivers to illegitimately complain, neutralisation techniques, types of illegitimate complaining and relationship variables are included. An analysis of the results demonstrated that the proposed typology by Joosten (2020) could not be supported in full, as not all proposed significant differences between types of complainers and the variables were found to differ significantly. However, some differences between the proposed types of complainers and the neutralisation techniques, types of illegitimate complaining and relationship between the customer and the organisation were found to differ significantly. In order to prevent illegitimate complaining, the results provide interesting information for organisations, resulting in organisations being encouraged to limit their proneness to one of the predecessors of drivers to complain. Due to the limitations within this research, the results of this study are not generalisable for other societies and further research is needed to identify what drivers lead to the formation of a possibly more accurate typology. Since a typology including different drivers might prove to be more accurate, future research is heavily encouraged.
Description
Citation
Supervisor
Faculty
Faculteit der Managementwetenschappen
Specialisation