Opportunistic customer complaining: Causes, consequences, and managerial alternatives |
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Authors: | Melissa A BakerVincent P Magnini Richard R Perdue |
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Institution: | Pamplin College of Business, Virginia Tech, 362 Wallace Hall, Blacksburg, VA 24061, United States |
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Abstract: | Should a hospitality firm yield to a customer complaint that is suspected or even known] to be opportunistic? While the answer to this question varies based upon numerous factors, this conceptual article synthesizes multiple streams of empirical research to enumerate: (1) customer-centric, firm-centric such as the influence of firm size], and relationship-centric determinants of opportunistic customer complaining; (2) means of detecting whether a complaint is opportunistic such as through employee knowledge of operations]; and (3) potential consequences to the firm of yielding and not yielding to opportunistic complaints. |
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Keywords: | Money back guarantee Opportunistic complaining Service failure Service recovery |
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