The Effect of Simplifying the Complaint Process: A Field Experiment with the Better Business Bureau

Abstract

The decision of whether or not to complain about a dissatisfying product or service has been thought to be dependent on the expectation of effort required to lodge the complaint. Previous studies relying on cross sectional survey methodology have shown relationships between effort and complaining to the manufacturer or retailer. This paper examines the relationship between the difficulty of complaining to a third party and subsequent opinions of the complaint process. Taking advantage of a unique opportunity, Better Business Bureau complainants were assigned randomly to either a current, complicated, process or a simplified process as part of a field experiment. Records were kept of the proportions of complaint forms and surveys returned and complainants' evaluations of the processes. Those consumers in the simplified condition returned more than twice the proportion of complaint forms as did those in the current condition. When surveyed, consumers rated the simplified process more positively, even if they were no more satisfied with the outcome (compensation) from the complaint.