Consumer politeness and complaining behavior

Abstract

Purpose

Aims to examine consumer politeness, an interaction style that may prevent a dissatisfied customer from complaining about a negative service encounter, and seeks to determine the relationship between politeness and the propensity to engage in various types of complaining behavior.

Design/methodology/approach

Two surveys served to develop and validate a scale for measuring politeness and tested the relationship between consumer politeness and complaining behavior. The specific items for the politeness scale were developed based on the distinction between negative and positive politeness as described by politeness theory.

Findings

The results suggest an inverse relationship between politeness and complaining behavior. The studies also find that polite and impolite consumers do not necessarily engage in the same types of complaining behavior.

Research limitations/implications

In future studies, researchers may consider examining the conditions under which polite consumers do and do not voice complaints. Researchers may also consider investigating the possibility of a relationship between politeness and the opposite of complaining behavior, i.e. complimenting behavior.

Practical implications

Given that voice offers managers an opportunity to identify and then remedy problems, they should look for non‐threatening ways to encourage consumers to engage in this behavior. Managers may, for example, consider using positive politeness as a means for soliciting complaints.

Originality/value

This study introduces a sociolinguistic construct to help explain propensity to engage in complaining behavior. As such, it serves to identify and isolate one of the challenges managers face in addressing consumer complaints across a variety of service industries.

Citation

Lerman, D. (2006), "Consumer politeness and complaining behavior", Journal of Services Marketing, Vol. 20 No. 2, pp. 92-100. https://doi.org/10.1108/08876040610657020