Recognizing cross‐cultural differences in consumer complaint behavior and intentions: an empirical examination

TLDR

Understanding consumer dissatisfaction and its outcomes is critical for firms seeking market penetration, yet consumer complaint behavior research has been largely Western. The study asks whether Western consumer complaint behavior findings apply to non‑Western markets. An empirical comparison of complaint behavior and intentions in a collectivist versus an individualist culture shows that these differ across cultures. The study discusses managerial implications and suggests directions for further research.

Abstract

Understanding consumer dissatisfaction and its outcomes, a focus of consumer complaint behavior (CCB) research, has become a critical factor for business firms pursuing market penetration strategies where selling more to existing customers oftentimes is the key to profitability. However, CCB research to date has been primarily western in its orientation. This begs questions as to the extent to which western corporations can rely on its findings in markets with non‐western cultures. Based on an empirical investigation designed to compare CCB in a collectivist culture with CCB in an individualist culture, this research indicates that customers in different cultures do have different complaint behaviors and intentions. Managerial implications of these findings and recommendations for additional CCB research are discussed.