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Beyond exit and voice: developing an integrated taxonomy of consumer complaining behaviour

Beyond exit and voice: developing an integrated taxonomy of consumer complaining behaviour PurposeThe purpose of this paper is to help researchers and practitioners to understand and respond to consumer complaining behaviour (CCB) by developing a taxonomy that addresses the inadequacies of previous consumer complaining taxonomies and models, simplifies the terminology and covers both traditional and new ways of complaining.Design/methodology/approachBased on a systematic review of 210 studies, a concept-centric analysis of CCB literature was conducted. Seminal taxonomies and models of CCB are revisited and a critical evaluation of these is presented.FindingsAn integrated taxonomy of CCB is proposed which enhances the understanding of complaining in the twenty-first century by clarifying the ambiguities and overlapping constructs in the previous taxonomies.Research limitations/implicationsThe integrated taxonomy of CCB eliminates the ambiguity of previous approaches and introduces more coherent constructs in relation to the theory of CCB. The taxonomy comprehensively defines and describes the range of complaining actions to provide a complete framework. As a result, the authors’ understanding of CCB is developed through a focus on complaining actions, their characteristics and what these actions afford companies in their attempts to deal with complaints (i.e. audience and amount of information available).Practical implicationsPractitioners can use the integrated taxonomy of CCB to structure their complaint handling processes to obtain maximum customer feedback, to improve their product/service and to retain customers through satisfactorily addressing their complaints.Originality/valueAlthough the literature on consumer complaining is mature, this is the first paper that offers a comprehensive taxonomy that explains CCB while addressing new developments in computer-mediated communications. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Beyond exit and voice: developing an integrated taxonomy of consumer complaining behaviour

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References (54)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0309-0566
DOI
10.1108/EJM-04-2016-0204
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to help researchers and practitioners to understand and respond to consumer complaining behaviour (CCB) by developing a taxonomy that addresses the inadequacies of previous consumer complaining taxonomies and models, simplifies the terminology and covers both traditional and new ways of complaining.Design/methodology/approachBased on a systematic review of 210 studies, a concept-centric analysis of CCB literature was conducted. Seminal taxonomies and models of CCB are revisited and a critical evaluation of these is presented.FindingsAn integrated taxonomy of CCB is proposed which enhances the understanding of complaining in the twenty-first century by clarifying the ambiguities and overlapping constructs in the previous taxonomies.Research limitations/implicationsThe integrated taxonomy of CCB eliminates the ambiguity of previous approaches and introduces more coherent constructs in relation to the theory of CCB. The taxonomy comprehensively defines and describes the range of complaining actions to provide a complete framework. As a result, the authors’ understanding of CCB is developed through a focus on complaining actions, their characteristics and what these actions afford companies in their attempts to deal with complaints (i.e. audience and amount of information available).Practical implicationsPractitioners can use the integrated taxonomy of CCB to structure their complaint handling processes to obtain maximum customer feedback, to improve their product/service and to retain customers through satisfactorily addressing their complaints.Originality/valueAlthough the literature on consumer complaining is mature, this is the first paper that offers a comprehensive taxonomy that explains CCB while addressing new developments in computer-mediated communications.

Journal

European Journal of Marketing – Emerald Publishing

Published: May 8, 2017

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