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Consumer complaining behavior (CCB) is a complex phenomenon that depends on various personal and situational factors. Previous studies have examined the impact of personal factors such as age, gender, personality, and the impact of situational factors such as the importance of the product for the consumer and the responsiveness of the firm to customer complaints (Singh, 1990). However, perceived brand value, mood, and consumer interaction styles, which are assertiveness and aggressiveness, have been relatively less studied in the context of CCB. Hoping to fill a gap in the literature, the purpose of this study is to examine the effect of mood on CCB and do the pilot testing of the proposed conceptual framework, which includes perceived brand value, perceived risk, mood, and consumer interaction style constructs as antecedents of CCB. Moreover, existing studies have generally focused on mood as a consequence of a service failure or a complaint situation, so conceptualizing mood as an antecedent of CCB contributes to the novelty of this study (Svari et al., 2011; Petzer et al., 2012; Choraria 2013).

i̇şletme araştırmaları dergisi

Duygu Durumunun Tüketici Şikayet Davranışına Etkisi Hakkında Bir Pilot Çalışma - A Pilot Study about the Effect of Mood on Consumer Complaining Behavior