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Title: What drives the intention to complain?
Authors: Lervik-Olsen, Line
Andreassen, Tor Wallin
Streukens, Sandra
Issue Date: 2016
Citation: Journal of Service Theory and Practice, 26(4), p. 406-429
Abstract: Purpose - The purpose of this paper is to provide insight into the decision process behind whether customers complain, and to identify the effects of the situational factor credence quality in this decision process. Design/methodology/approach - A quasi-experimental design is used in which scenarios are applied in combination with a survey to test and to compare the model and its boundary conditions with existing consumer behavior models. Findings - The mental-accounting process (theory of trying to complain (TTC)) seems to be a stronger predictor than mere attitude models (theory of planned behavior) when trying to explain intention to complain. Second, anticipated justice from complaint handling is a strong driver of intention to complain. Third, in both models, subjective norms are a strong predictor of intention to complain. Practical implications - This study contributes to both theory and practice by extending existing theory and offering the TTC, and by providing practical insight for service managers. Originality/value - To the best of the authors' knowledge, the current study is the first to compare systematically two complaint approaches explaining complaint intention: the attitude model and the mental-accounting model.
Notes: [Lervik-Olsen, Line] BI Norwegian Business Sch, Dept Mkt, Oslo, Norway. [Lervik-Olsen, Line] Norwegian Sch Econ, Ctr Serv Innovat, Dept Strategy & Mkt, Bergen, Norway. [Andreassen, Tor Wallin] Norwegian Sch Econ NHH, Dept Strategy & Management, Bergen, Norway. [Streukens, Sandra] Hasselt Univ, Dept Mkt & Strategy, Fac Business Econ, Hasselt, Belgium.
URI: http://hdl.handle.net/1942/22056
DOI: 10.1108/JSTP-09-2014-0209
ISI #: 000379822400002
ISSN: 2055-6225
Category: A1
Type: Journal Contribution
Validation: ecoom, 2017
Appears in Collections: Research publications

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