Consumer complaint behaviour: the case of electrical goods

Abstract

Consumer complaint behaviour has been the topic of much academic research. Aims to contribute to this process empirically by investigating post purchase dissatisfaction levels of consumers of domestic and major electrical appliances. The findings show that electrical goods generate a high ratio of public to private complaints. The nature, complexity, life expectancy and price of the product are factors causing a high public action ratio; smaller, inexpensive electrical goods generated the fewest complaints. Furthermore, consumer dissatisfaction was seen to intensify as they sought redress, owing to poor customer service levels of electrical retailers.