Complaining behaviour: one, two or three types?

Abstract

This paper examines three competing views on the dimensionality of complaining behaviour. Some researchers have measured voice complaint behaviour with one dimension while other researchers have used between two and three dimensions when measuring voice complaint behaviour. Using first-order CFA this paper tests and finds support for the hypothesis that there are three voice complaint behaviours: complaints direct to seller, complaints to friends and family and finally complaints to a third party. The results of this paper suggest that complaining behaviour should not be measured uni dimensionally. Considering complaining behaviour as one thing reduces richness of explanation and, hence, marketers ability to manage the different types of complaining behaviour. This paper also finds support for research that customers in competitive industries such as insurance are more likely to voice complaints directly to the company or to a third party. Measuring three types of complaining behaviour will provide more guidance for marketers seeking to reduce some types of voice complaint behaviours while promoting other types of voice complaint behaviours. Insurance marketers should seek to encourage complaints direct to the insurance company rather than to third parties where complaints could potentially be more harmful to the insurers reputation.