The effect of attitude and perception on consumer complaint intentions

Chulmin Kim (Assistant Professor, Department of Distribution Management, Sungsim College of Foreign Language, Busan, Korea)
Sounghie Kim (Professor, Graduate School of Management, Korea Advanced Institute of Science and Technology, Seoul, Korea)
Subin Im (Assistant Professor, College of Business, San Francisco State University, California, USA)
Changhoon Shin (Associate Professor, Department of Logistics Engineering, Korea Maritime University, Busan, Korea)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 July 2003


The importance of managing dissatisfied consumers has increased because of severe competition from the introduction of new types of stores, such as online shopping. Focuses on consumers who complain directly to the offending firms because their dissatisfaction provides a firm with the opportunity to improve its customer service. In contrast to studies that examine determinants of complaint behavior to resolve customer dissatisfaction, examines how attitudinal and perceptual variables, influenced by generalized personal factors, affect complaint intention. Performs a path analysis to examine the links among generalized personal antecedents, attitudinal and perceptual mediators, and customer’s complaint intentions. The empirical results confirm that attitudinal and perceptual mediators positively influence complaint intention. Furthermore, three generalized personal antecedents affect attitudinal and perceptual mediators. The empirical results indicate that attitude toward complaining plays a central role in mediating between three generalized personal antecedents and complaint intention. Finally, provides managerial implications that suggest ways firms can manage customers’ complaints to enhance customer satisfaction.



Kim, C., Kim, S., Im, S. and Shin, C. (2003), "The effect of attitude and perception on consumer complaint intentions", Journal of Consumer Marketing, Vol. 20 No. 4, pp. 352-371.

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Copyright © 2003, MCB UP Limited

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