Abstract Purpose – This study aims to demonstrate that meta-perceptions play a contributing role in customers’ direct complaint intention. Design/methodology/approach – In an exploratory study, we identified different types of meta-perceptions. In a scenario-based experiment, we tested the interaction effect of service failure attribution and the perceived service failure severity on meta-perceptions and direct complaint intention. Findings – After experiencing service failure, customers amplify both positive and negative meta-perceptions. Depending on how customers attribute the service failure and perceive the magnitude of service failure, they evaluate these meta-perceptions differently which then determine their subsequent actions. Research limitations/implications – The use of hypothetical scenarios may not capture the richness of an actual service encounter. The study is limited to two service failure contexts: cable TV connection and restaurant booking. Practical implications – Service managers should design marketing strategies that can elevate customers’ positive social image associated with voicing complaints. Originality/value – This study offers a new explanation, in that some customers do not engage in direct complaining behavior owing to meta-perceptions that they develop during service failure. Keywords Complaining behavior, Intention to complain, Meta-perceptions, Service failure attributions, Service failure severity

Item Type:	Refereed Article
Research Division:	Commerce, Management, Tourism and Services
Research Group:	Marketing
Research Field:	Marketing Management (incl. Strategy and Customer Relations)
Objective Division:	Commercial Services and Tourism
Objective Group:	Other Commercial Services and Tourism
Objective Field:	Commercial Services and Tourism not elsewhere classified
Author:	Khajehzadeh, S (Mr Saman Khajehzadeh)
ID Code:	91702
Year Published:	2014
Web of Science® Times Cited:	5
Deposited By:	Tasmanian School of Business and Economics
Deposited On:	2014-05-27
Last Modified:	2015-05-18
Downloads:	1 View Download Statistics