Customer complaint behaviour from the perspective of the service‐dominant logic of marketing

Abstract

Purpose The purpose of this paper is to utilise the service‐dominant logic of marketing to propose a conceptual model that captures a dynamic perspective of customer complaint behaviour. Design/methodology/approach To support the conceptual model advances in this paper, four narratives about the service industry is used. Each of these narratives represents different sectors within the service industry. Findings Customer complaint behaviour has often in conventional marketing been seen as a static and post‐purchase activity. This paper finds that customer complaint behaviour in services, in which exchange of ownership is absent, should be understood as a dynamic adjustment process that occurs during the service interaction and include post‐interaction activities related to the evaluation of value‐in‐use. Originality/value The paper contributes to a better understanding of the dynamic aspects of customer complaint behaviour.