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The Role of Meta-perceptions in Customer Complaining Behavior


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 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:16
Deposited By:TSBE
Deposited On:2014-05-27
Last Modified:2015-05-18
Downloads:1 View Download Statistics

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