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THE PLIGHT OF THE DISCONTENTED CONSUMER
Author(s) -
THOMAS WILLIAM R.,
SHUPTRINE F. KELLY,
SHARMA ALOK
Publication year - 1979
Publication title -
journal of consumer studies and home economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 0309-3891
DOI - 10.1111/j.1470-6431.1979.tb00353.x
Subject(s) - complaint , redress , action (physics) , marketing , business , variety (cybernetics) , legal action , preference , economics , political science , law , physics , quantum mechanics , artificial intelligence , computer science , microeconomics
This study represents an in‐depth, empirical investigation of the consumer as he engages in what is being referred to in recent literature as ‘the consumer complaint process’ or ‘consumer complaining behaviour’. Using durable goods as a reference point, consumer efforts to seek redress for major complaints are examined to determine the variety and extent of the behaviour they made toward complaint resolution, and the ultimate results of their efforts. The findings of the study identify the kinds of goods associated with most complaining behaviour, and seem to be consistent with results found in other studies relating to such products. Less than half of those consumers having a major complaint take any kind of overt action to seek redress. However, if action is taken, successful complaint resolution is achieved by most. Males and those with college degrees are more prone to pursue complaints; however, there was no relationship of any of the demographic factors examined with the results of complaining behaviour. Out of the study come some important prescriptions for consumers, for business and industry, and for those who make public policy.