The role of meta-perceptions in customer complaining behavior

Abstract

Purpose

This study aims to demonstrate that meta-perceptions play a contributing role in customers’ direct complaint intention.

Design/methodology/approach

In an exploratory study, we identified different types of meta-perceptions. In a scenario-based experiment, we tested the interaction effect of service failure attribution and the perceived service failure severity on meta-perceptions and direct complaint intention.

Findings

After experiencing service failure, customers amplify both positive and negative meta-perceptions. Depending on how customers attribute the service failure and perceive the magnitude of service failure, they evaluate these meta-perceptions differently which then determine their subsequent actions.

Research limitations/implications

The use of hypothetical scenarios may not capture the richness of an actual service encounter. The study is limited to two service failure contexts: cable TV connection and restaurant booking.

Practical implications

Service managers should design marketing strategies that can elevate customers’ positive social image associated with voicing complaints.

Originality/value

This study offers a new explanation, in that some customers do not engage in direct complaining behavior owing to meta-perceptions that they develop during service failure.

Citation

Tojib, D. and Khajehzadeh, S. (2014), "The role of meta-perceptions in customer complaining behavior", European Journal of Marketing, Vol. 48 No. 7/8, pp. 1536-1556. https://doi.org/10.1108/EJM-11-2012-0638