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The Role of Meta-perceptions in Customer Complaining Behavior
Citation
Tojib, D and Khajehzadeh, S, The Role of Meta-perceptions in Customer Complaining Behavior, European Journal of Marketing, 48, (7/8) pp. 1536-1556. ISSN 0309-0566 (2014) [Refereed Article]
Copyright Statement
Copyright 2014 Emerald Group Publishing Limited
DOI: doi:10.1108/EJM-11-2012-0638
Abstract
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 Details
| 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: | Other commercial services and tourism not elsewhere classified |
| UTAS Author: | Khajehzadeh, S (Mr Saman Khajehzadeh) |
| ID Code: | 91702 |
| Year Published: | 2014 |
| Web of Science® Times Cited: | 15 |
| Deposited By: | TSBE |
| Deposited On: | 2014-05-27 |
| Last Modified: | 2015-05-18 |
| Downloads: | 1 View Download Statistics |
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