A multivariate analysis of responses to dissatisfaction |
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Authors: | Marsha L Richins |
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Institution: | (1) University of Massachusetts, Amherst, USA |
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Abstract: | Although consumer dissatisfaction is ubiquitous in the marketplace, empirical studies of dissatisfaction have been narrow
in focus. This is especially true for studies of responses to dissatisfaction, for these investigations tend to ignore all
dissatisfaction responses except complaint behavior. The study reported here replicates and extends an earlier investigation
by concurrently examining three dissatisfaction responses—complaints, word of mouth, and brand switching intentions. Three
sets of variables were examined in relationship to these responses: characteristics of the product problem, perceptions of
the redress environment, and consumer characteristics. Complaint behavior and intention to switch brands showed strongest
relationships with the first two types of variables. Word of mouth, on the other hand, seemed to be more heavily influenced
by the consumer’s level of social interaction, a consumer characteristic. Findings indicate that the three dissatisfaction
responses are independent in that they share little if any common variance and they seem to be influenced in different ways
by the correlates studied. |
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Keywords: | |
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