Previous studies of consumer complaint behavior have either not included ethnicity as a relevant dimension of complaint behavior or have largely discounted the importance of differences in consumer behavior as they relate to ethnicity. This paper reports on a descriptive study of Mexican‐American complainants to identify ethnic‐based differences and similarities in consumer complaint behavior to a third‐party agency. Results suggest that ethnicity is an important aspect of consumer complaining behavior and minority groups such as Mexican‐Americans may have distinct complaint profiles which merit special consideration in consumer complaint research.
Journal of Consumer Affairs – Wiley
Published: Jun 1, 1991
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