Identifying Consumer Dissatisfaction Response Styles: An Agenda for Future Research

Abstract

The study of consumer complaint behaviours (CCB) and other dissatisfaction responses is an important economic activity with implications for brand loyalty and switching, market feedback mechanisms and consumer welfare. Previous research is examined, namely how consumers respond to dissatisfaction in the marketplace and whether different consumers utilise different styles. Several gaps from conceptual, empirical and profiling standpoints are identified and based on these a detailed agenda to guide future research is developed. Guidelines for tackling substantive, research design and methodology issues are provided.

Citation

Singh, J. (1990), "Identifying Consumer Dissatisfaction Response Styles: An Agenda for Future Research", European Journal of Marketing, Vol. 24 No. 6, pp. 55-72. https://doi.org/10.1108/03090569010140516