Customer complaint behaviour from the perspective of the service‐dominant logic of marketing
Managing Service Quality: An International Journal
ISSN: 0960-4529
Article publication date: 20 November 2007
Abstract
Purpose
The purpose of this paper is to utilise the service‐dominant logic of marketing to propose a conceptual model that captures a dynamic perspective of customer complaint behaviour.
Design/methodology/approach
To support the conceptual model advances in this paper, four narratives about the service industry is used. Each of these narratives represents different sectors within the service industry.
Findings
Customer complaint behaviour has often in conventional marketing been seen as a static and post‐purchase activity. This paper finds that customer complaint behaviour in services, in which exchange of ownership is absent, should be understood as a dynamic adjustment process that occurs during the service interaction and include post‐interaction activities related to the evaluation of value‐in‐use.
Originality/value
The paper contributes to a better understanding of the dynamic aspects of customer complaint behaviour.
Keywords
Citation
Tronvoll, B. (2007), "Customer complaint behaviour from the perspective of the service‐dominant logic of marketing", Managing Service Quality: An International Journal, Vol. 17 No. 6, pp. 601-620. https://doi.org/10.1108/09604520710834966
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited