Intellectual Contribution by Subin Im

Contribution Title

"The Effect of Attitude and Perception on Consumer Complaint Intentions"

Publication

Journal of Consumer Marketing

Co-author

Chulmin Kim, Sounghie Kim, Changhoon Shin

Year

2003

Description

The importance of managing dissatisfied consumers has increased because of severe competition from the introduction of new types of stores, such as online shopping. This study focuses on consumers who complain directly to the offending firms because their dissatisfaction provides a firm with the opportunity to improve its customer service. In contrast to studies that examine determinants of complaint behavior to resolve customer dissatisfaction, this study examines how attitudinal and perceptual variables, influenced by generalized personal factors, affect complaint intention. The authors perform a path analysis to examine the links among generalized personal antecedents, attitudinal and perceptual mediators, and customer's complaint intentions. The empirical results confirm that attitudinal and perceptual mediators (i.e., attitude toward complaining, perceived value of complaint, and perceived likelihood of successful complaint) positively influence complaint intention. Furthermore, three generalized personal antecedents

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