Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-Aug08-Article1-Customer Complaining Behavior in Retailing: An Empirical Study among Young Retail Customers
- Price : 80.00
- Published on August 1, 2008
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
This study investigates the nature and extent of customer complaining behavior in retailing. The focus of the study is to examine the complaining behavior of young retail customers in Matara District, Sri Lanka. Survey method was used as the main research method and a structured questionnaire was used to gather data from 80 customers. Survey results revealed that customers make complaints mainly to obtain the restitution. Conversely, the customers are somewhat altruistic and they prefer to make complaints to facilitate the service improvements. However, men tend more towards complaining to vent their anger. Mainly, it was recognized that young customers tend more towards private actions and comparatively, men are more aggressive. There, they switch the retailer, boycott the product/brand and/or spread negative word-of-mouth. Finally, it is notable that customers are somewhat passive in taking public actions in the face of a dejected transaction. However, they prefer to complain to the retailer first. They dislike to complain to a third party or to take legal actions against the retailer. Further, it is notable that that young retail customers view complaining as wastage of their time and effort. The study further highlights that the young retail customers are not “self blamers”.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.