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Towards a comprehensive taxonomy and model of consumer complaining behaviour

By J. Boote


The most widely used taxonomy of consumer\ud complaining behaviour (Singh 1988) is limited in\ud two respects: (1) it oversimplifies the key types of\ud complaining behaviour - for example negative\ud word-of-mouth need not just be a private action;\ud and (2) it fails to appreciate that complaining\ud behaviour often has two stages as certain CCB\ud types (such as third party action) may only be\ud entered into once other CCB types have failed to\ud generate a satisfactory level of perceived justice.\ud This paper offers a two-factor taxonomy of CCB\ud which takes into account these issues. Complaint\ud types are classified in terms of whether they are\ud primary or secondary, and in terms of whether\ud they are involved or uninvolved. This paper also\ud offers a comprehensive model of CCB: which\ud builds on the conceptual approach of Blodgett and\ud Granbois (1992) by considering the whole CCB\ud process as having four stages: (1) cognitive\ud reasoning; (2) affective response; (3) triggers of\ud consumer dissatisfaction responses; and (4)\ud affective action. It is argued that there are eight\ud major triggers of which lead to a main\ud dissatisfaction response (or a set of responses);\ud each trigger being made up of a number of\ud dimensions. The paper concludes by discussing\ud possible directions for future research.\u

Publisher: Illinois State University
Year: 1998
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