An Empirical Investigation into Personal Characteristics' Effect on Choosing Complaint Channels

Hannes Boepple, Janine Göttling, Marie-Christin Papen and Florian U. Siems

SMR - Journal of Service Management Research, 2019, vol. 3, issue 4, 195-208

Abstract: For companies, complaints are a valuable customer reaction to dissatisfaction. They enable the company to respond to customer issues to prevent them from changing supplier or spreading negative word-of-mouth communication. Previous research identified various influencing factors of complaint behaviour. However, it has been scarcely considered which aspects influence the selection of the complaint channel (e. g. telephone, social media). Therefore, a 1x2 experimental study (n = 244) was conducted. Results reveal effects of personal characteristics (aggressiveness, argumentativeness and social anxiety) on complaint channel choice. A moderating effect of failure severity was also partially found. From a managerial perspective, it is recommended to provide various complaint options. This would allow the disappointed consumer to choose an adequate complaint channel depending on his or her personality.

Date: 2019
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DOI: 10.15358/2511-8676-2019-4-195

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