A TYPOLOGY OF CONSUMER DISSATISFACTION RESPONSES: EXIT, VOICE, LOYALTY, AND “MORE”
Open Access
Author:
Ro, Hee Jung
Graduate Program:
Hotel, Restaurant, and Institutional Management
Degree:
Doctor of Philosophy
Document Type:
Dissertation
Date of Defense:
June 21, 2007
Committee Members:
Anna S Mattila, Committee Chair/Co-Chair David Allen Cranage, Committee Member Daniel John Mount, Committee Member Margaret Grace Meloy, Committee Member Karen Boomer, Committee Member
Keywords:
consumer complaining behavior dissatisfaction responses exit voice loyalty and negelct
Abstract:
This study focuses on consumer dissatisfaction responses (CDR) composed of behavioral and nonbehavioral responses that consumers exhibit following dissatisfying service experiences. The primary purpose of this study is to identify undiscovered consumer dissatisfaction responses and examine the nature and structure of those responses. Specifically, my goal is to identify unique dissatisfaction responses that remain unidentified in existent CDR frameworks. Then, I examine the nature and structure of these dissatisfaction responses by plotting them into a two-dimensional space (constructive/destructive and active/passive). Extending previous research, I conceptualize eight dissatisfaction response categories - redress seeking complaint, switch, negative word-of-mouth, third-party action, friendly complaint, opportunism, loyalty, and neglect. The empirical results across three service contexts (restaurant, auto repair, and medical care) provide support for proposed classification of CDRs and their characteristics by constructive/destructive and active/passive dimensions.
