The role of meta-perceptions in customer complaining behavior

• Autores: Dewi Tojib, Saman Khajehzadeh
• Localización: European Journal of Marketing, ISSN-e 1758-7123, Vol. 48, Nº. 7-8, 2014, págs. 20-21
• Idioma: inglés
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• Resumen

  • Purpose - This study demonstrates 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.