Consumer Complaining Behavior Business Essay
ACKNOWLEDGEMENT
Beginning with the name of Allah for giving me strength and confident for the successful completion of the research. For this work special thanks goes to my supervisor Dr. Imtiaz Subhani, the support and confident he provides me with his information on the subject; which is remarkable. Especially grateful to every one assist with filling out the questionnaire and for giving valuable time. In the last part special gratefulness to parents for giving encouragement to work with excitement and enthusiasm. Not only the parents but also all family members support makes complete this vital and lengthened assignment.
ABSTRACT
Consumer complaining behavior was result of dissatisfaction from any product or services and may leads to complaining. At the result of dissatisfaction has two types of customers one who have taken no action and second who have take some complain action. This study focus on finding whether endogeneity exist or not in consumer complaining behavior while other factors such as product characteristics, demographics, psychographics variable were explaining it.
For this research the instrument was developed on the basis of Ian Phau and puspita Sari research work on engaging in complaint behavior an Indonesian perspective and the list of the actions was adopted from Krishnan and Valle 1979. A total of 90 respondents were selected randomly from Iqra University and different shopping malls in Karachi. The purpose of the research was to find out endogeneity of x variable in consumer complaining behavior the objective was to determine whether endogeneity exists or not. If there was endogeneity than it was showing that variable or set of variables that can explain consumer complaining behavior but have not yet studied.
For testing hypothesis and finding result optimal scaling and correspondence analysis were used.Result shows that endogeneity exist negatively in consumer complaining behavior which shows that some factor were not studied yet but having a negative impact on complaining behavior and negative endogeneity means as the involvement of endogenous variable decreases it was causing an increase in complaining behavior.Endogenous variables may be customer awareness, customer involvement, cultural civilization and literacy level. Such as low customer awareness was leads to increase in complaining behavior.
TABLE OF CONTENTS
1.0 INTRODUCTION
1.1 Overview———————————— ————————————— 4
1.2 Problem Statement—————————————————————– 5
1.3. Hypothesis——————————————————- —————— 6
2.0. LITERATURE REVIEW ——————————————————— 7
3.0. RESEARCH METHODS
3.1. Method of Data Collection ——————————————————14
3.2. Sampling technique———————————————————— – 14
3.3. Sample Size——————————————————————- —-14
3.4. Instrument Of Data Collection————————————————- 15
3.5. Statistical Technique——————————————————————16
4.0. RESULTS
4.1. Finding and interpretation of the results————————— – —– — 17
4.2. Hypothesis assessment summary———————————————- 24
5.0. DISCUSSION and CONCLUSION
5.1. Conclusion ————————————————————————— 26
5.2. Discussion —————————————————————————-27
5.3. Implications and Recommandations———————————————–29
5.4. Future Research———————————————————————-30
6.0. REFRENCES————————————————————————31
7.0. APPENDEX————————————————————————-33
CHAPTER 1:
INTRODUCTION
1.1 Overview
Consumer complaining behavior was a result of dissatisfaction from any product or services and may leads to complaining. At the result of dissatisfaction have two types of customers one were taking no action and second were who had taken some complain action.
For consumers who have take complain actions were further divided into two types of action which include private action and public action. In case of private action consumer warn friends, family and others and also stop using the product or services. In case of public action customer have seek redress from firm or manufacturer or try to reform personally.
Also in public action dissatisfied complainer complain to government and private agency. Finally in public action customer may take legal action against the company or manufacturer.
Consumers who take public actions were more beneficial to companies than one who takes private actions since public actions not only make companies aware of the problems faces, but also provide a chance for them to hold customers. It has been observed that complaining by dissatisfied customer provide an opportunity to seller as well as manufacturer to take some action in order to satisfy the customer.
The firms and companies who understand the reason of consumer complaint behavior can build up useful complaint resolution strategy, which was result in a constructive impact on customer retention, and reduced harmful word-of mouth, and develop base line presentation.
It was very important for the company to retain current customer as current customer were more willing to show loyalty by using a variety of the companies’ products or services. The positive word of mouth of current customer catches the attention of new consumers.
1.2: PROBLUM STATEMENT
The main objective of the research was to determine the endogeneity of x variable in consumer complaining behavior when other variable such as demographics, psychographic and product characteristics were predicting it. By finding whether endogeneity exist or not were able to find some other variables and also have impact on complaining behavior but were not study yet. So research finds some important variables which were ignored earlier. At the end of the research were able to find out some other variable that explain consumer complaining behavior. This research also have a limitation which include lack of data, there were no literature on finding the endogeneity in consumer complaining behavior.
1.3: HYPOTHESIS
H1: Endogeneity exists when predictors predict the taking complain action.
H 2: Complaining attitude at the time of dissatisfaction predict taking complain action.
H 3: Embarrassment predicts the taking complain action
H 4: Gender predicts the taking complain action
H 5: Monthly incomes predict the taking complain action
H 6: Residence predicts the taking complain action
H 7: Political association predicts the taking complain action
CHAPTER 2: LITERATURE REVIEW
Consumer complaining behavior can be defined as the identification and analysis of all of the aspects involved in the consumer response to a product or a service failure and the resulting perceived dissatisfaction. Consumer complaining behavior was the result of dissatisfaction which was neither psychologically accepted nor quickly forgotten with this was also underlined consumption of a product or service (Day, 1977; Singh, 1988, 1990).As per expectancy disconfirmation theory, which holds that argue that dissatisfaction leading to consumer complaining behavior was a result of the gap between consumers’ expectation and the actual performance of the product or service (Adelina and Julie, 1995).
Consumer’s assessment of the purchase experiences was mainly affected by consumer expectation (Day, 1977). Consumer becomes dissatisfied when the actual performance of the product or service does not meet with the expected performance. Because of the companies’ mass promotions of the product and services result in increase in consumer expectation and this increase in consumer expectation boost in firm sales, and consumer become frustrated if actual performance does not meet consumers’ expectations, and it result in complaining behavior (Mowen and Minor, 1998).
Dissatisfaction can be communicated in a number of ways and there were different Typologies which differentiate complainer from non Complainer (Singh, 1988; Krishnan and Valle, 1979). In general, four sets of actions can be summarized first dissatisfied customer take no action and not repurchase the firm’s product or services were logical responses to dissatisfaction (Day, 1984 and Richins, 1983).
Second, consumers can also take some form of private actions. This may include changing the brand or supplier, stop using the product or service, or warning family and friends. (Singh and Wilkes, 1996, p. 9). This group is classified as voicers (Singh, 1990).
Third, consumer can take some form of public action. Public actions involve trying to reform directly from the seller and manufacturer and taking legal action against the seller or manufacturer. Consumers may also be registering a complaint with the supplier or producer, a public consumer protection agency, or a private consumer organization (Davidow and Dacin, 1997). Complainers may also create a new company to provide a better product or service (Mowen and Minor, 1998).
As compare to private action consumers who take public actions were more beneficial to companies since public actions not only make companies aware of the problems were facing, but also give an opportunity for them to grip the customers (Davidow and Dacin, 1997).
As a result of dissatisfaction consumer blame seller and manufacturer and as a result stay away from sellers and manufacturers by stop using the products or services and also involved in negative word of mouth by spreading negative information about the products and services. (Singh and Wilkes, 1996). This last group was classified as activists (Singh, 1990).
It has been observed that complaining by dissatisfied customer provide an opportunity to seller as well as manufacturer to take some action in order to satisfy the customer. All firms and companies who understand the reason of consumer complaint behavior can build up useful complaint resolution strategy, which results in a constructive impact on customer retention, and also decrease unconstructive word of-mouth, and better the base line performance (Bolfing,1989, and Davis, 1993 and Bharadwaj, 1992 and Kelley, Hoffman, Fornell and Wernerfelt ,1987)
It was very important for the company to retain the current customer as current customer were more willing to show the loyalty by using a variety of the companies’ products or services. The positive word of mouth catches the attention of new consumers and was likely to feel concerned when companies face a problem such as product or service failures. Furthermore, suitable complaint treatment can improve customers’ perceptions of service quality and boost customer affiliation with and commitment to the firm (Chandrashekaran and Tax, Brown, 1998).
Consumer becomes satisfied when his experience meets the expectation that is positive disconfirmation on the contrary, when the expectations were not fulfilled by the experience, the customers were dissatisfied that is negative disconfirmation. A neutral reaction normally was the result of an even match between expectations and experience (Blodgett, Granbois and Walters, 1993, p. 403).
For that reasons, dissatisfaction should be measured as an antecedent of complaining (Landon, 1980) while the intensity of dissatisfaction seems to play a secondary role (Oliver, 1987; Prakash, 1991).
However, dissatisfaction was not enough for complaining and consumer complaint behavior could not simply be incorporated into a theoretical model of consumer satisfaction. (Bearden and Teel, 1983, p. 21, Day, 1984, p. 496) underlines that complaining behavior was reasonably following to disappointment and a different set of actions which was influenced by a combination of personal and Situational factors which come out to be not related to the strength of dissatisfaction.
Complainer always expects different possible outcomes for complaints. Complainer expect for a tangible solution of a problem, through repayment, exchange, repair; a psychological compensation obtaining apologies; a social benefit, “preventing the cause for the dissatisfaction from occurring to other consumers (Landon, 1977,)
Consumers who complain were divided into two groups in first category include complainer who complain because wish for assistance in resolving a problem, and in second group include complainer who complain because want sympathy. Complainer who falls in first category were easier to deal with and have a problem and sincerely want the problem solved. As compare to complainer in the first category the complainer in the second category were more complicated to handle and second category complainer were not actually looking for solution but wee more willing to have sympathy.
Such type of people may sense overwhelmed by definite conditions and probably by life in general. And want to believe that were not without help in the perception of things being the way.Complainer in the second group of complainer were looking for a sense of sharing that help them to face the world and give them a confident that no matter how terrible the world might be were all in this together.
The complainer who never complains falls into another category such type of complainers were in nature positive and perceive the good in most situations and hardly ever complain because see nothing to complain about. When in case of non complainers were never enthusiastic to complain if such non complainers engage in problem then keenly try to solve it. And in case of need a help than request for it rather than going for complaining. It was usually a
more useful way on the road to problem resolution and it was much less annoying to family and friends.
For such type of non complainer complaints rotate into war stories story shared over dinner or gathering about problems facing and how the problem was come a crossed as well as avoided. The war stories approach gains the same kindness and friendship that complainers seek, but not including the annoying negative side effects. Conflict between the consumer and the service provider also result in consumer complaining behavior. Complaining also was the result of higher expectation of the consumer than actual quality of product or service.
Consumer complaining was the indicator of firm unsatisfactory performance and in case of absence of complaining firm may not aware of the problem and thus were not be able to improve the performance ( Davidow and Dakin, 1970)It was also observe that consumer who do complain and were dissatisfied with the service or product had higher level of repurchase intention as compare to non complainer.
Complaining provides firm an opportunity to correct the mistakes. So it was very important for firm to resolve the complain and satisfy the complainer so than firm be able to retain the customer. Firm need to train employees to handle the complains and appropriate response to complain can avoid the customer switching.Consumer complaining behavior was also influenced by cultural background there was more differences in complaining behavior of customer from different cultural background.
In individualistic culture complaining for consumer was the right of every consumer and was the necessary part of the purchasing process where as consumer in collectivist culture was
afraid to complain. It was also observe that one who complain were more socially responsible and were more willing to take risk and were the psychographic characteristics.
Product characteristics were also having a relationship with complaining behavior as product was not performing as promised by the firm it leads to negative impact on the firm’s image (.Day and Lando 1977)
Price was also considered an important characteristic in complaining as price of product increases and product become expensive people may more engage in complaining. A useful exercise for getting closer to the customers and understanding them better. If complaints were transformed into knowledge about customers, it can provide a significant amount of assets for enterprises. To utilize this capital, companies have to design, build, activate and continuously improve systems for managing complaints. Such systems were named as customer CCM systems. However, Tax et al. 1998 state that in general, firms were not well informed on how to deal with either service failures or with the impact of CCM system
Complaining behavior was also influenced by the level of experience consumers who were more experienced were more willing to complain when dissatisfied as compare to one who was less experienced in the market place. (Morel, Poiesz, and Wilke 1997). Consumers who were more experienced in the marketplace were more confident and were more comfortable to deal with the firm or seller, and for them there was more probability to complain on a regular basis.
It was observed that firms were unaware of consumer complaint actions because the minority consumers actually complain directly to the producer or very few customer voices complain directly to the firms. Consumers who were not satisfied with the product or service
normally share negative experiences with other firm, and it may have a major impact on the performance as well as sales and profitability of the firm. (Day et al. 1981).
So firms need to give confidence to the complainers to complain directly to firms specially to avoid negative word of mouth. By encouraging the customer to complain it outcome in raise in fulfillment with a service. This raise in happiness was even superior among the primarily less satisfied customers, so it shows that encouraging complaint behavior may do wonders.
There were several benefits of customer complaining such as for consumer who complain and when the problem was solved than such consumer become more loyal as compare to one who had never any problem and were less loyal to the company.. Customers who actually do not complain when have a problem and actually did not spend sufficient in the product to put effort into fitting it. So were relatively throwing it and prefer to purchase a different from someone else. If customers were not interested in fixing it, surely were not interested in making recommendations to others.
CHAPTER 3: RESEARCH METHODS
3.1 METHOD OF DATA COLLECTION
As know that two types of data which was primary data and secondary data. In this research data was collected from primary sources and was primary data. Secondary data was also use in this research from different journals, articles and books available on internet. In this research main focus was on primary data obtained from questionnaire survey conducted in university, super store and shopping malls.
3.2 SAMPLING TECHNIQUE
In this Research of consumer complaint behavior sample size of 90 questionnaires was filled by both male and female in Iqra University and different shopping malls and super stores located in Karachi. The respondents were selected on random basis due to the convenience because I was not having an access to the proper list of respondents
3.3 SAMPLE SIZE
In this research the total sample size was of 90 respondents including both male and female which include 58 male and 32 female belonging to different age group and all of them were from Karachi
3.4 INSTRUMENT OF DATA COLLECTION
In this research questionnaire was developed as a research instrument for the purpose of data collection through questionnaire survey and SPSS was used as a testing tool.For this research questionnaire was developed based on Ian Phau and puspita Sari research work on engaging in complaint behavior an Indonesian perspective and the list of the actions was adopted from Krishnan and Valle 1979.Questionnaire was used to collect the information of complainer and non complainer and also the action taken by them.
Validity and Reliability Test
Content validity of questions was tested by showing it to the supervisor who are keenly in touch in class room teaching to get the professional opinion and obtain a conclusion as to whether the objects meet up the criterion. The questionnaire was developed by Ian Phau and puspita Sari .
Table 3.1
Reliability Statistics
Cronbach’s Alpha
No of Items
.624
6
Number of items include in the reliability test were 6 and Alpha .624
3.5: STATISTICAL TECHNIQUE
The data collected through questionnaire filled directly by respondents was tabulated in SPSS software. Correspondence analysis and optimal scaling were used for the analysis of variables and the association among independent and dependent variables.
Correspondence analysis was used as a test method as it was applied when because have categorical variable as dependent variable and have both scale and categorical predictors which made it necessary to apply Correspondence model on this research
CHAPTER 4: RESULTS
4.1: FINDING AND INTERPRETATION OF THE RESULTS
OPTIMAL SCALINIG
Table 4.1
Model Summary
Multiple R
R Square
Adjusted R Square
Apparent Prediction Error
.837
.701
.645
.299
Dependent Variable: take complain action
Predictors: always complain when dissatisfied complaining distasteful to me find it embarrassing to complain gender monthly income Where do you live political association
The above mentioned table of model summary shows that total variation explains by the model is 64.5% that is of adjusted r squar
Table 4.2
ANOVA
Sum Squares
df
Mean Square
F
Sig.
Regression
63.059
14
4.504
12.539
.000
Residual
26.941
75
.359
Total
90.000
89
Dependent Variable: take complain action
Predictors: always complain when dissatisfied complaining distasteful to me find it embarrassing to complain gender monthly income Where do you live political association
After applying optimal scaling technique on SPSS table 2 of ANOVA was obtained the significant value to be measured in table 2 is the p (sig) value which is significant. Which shows that model is significant.
Table 4.3
Coefficients
Standardized Coefficients
df
F
Sig.
Beta
Bootstrap (1000) Estimate of Std. Error
always complain when dissatisfied
.744
.068
2
118.874
.000
complaining distasteful to me
.257
.151
2
2.895
.062
find it embarrassing to complain
-.263
.162
3
2.646
.055
gender
-.047
.078
2
.359
.699
monthly income
-.078
.116
2
.444
.643
Where do you live
.129
.094
1
1.872
.175
political association
.282
.094
2
9.021
.000
Dependent Variable: take complain action
The above mentioned table shows the standard regression coefficient. The result shows that largest coefficient was for Always complain when dissatisfied that was .744 and second largest coefficient for political Association that is .282.The results shows that only two variables were significant among all it include always complain when dissatisfied and political association
Correspondence Analysis
Table 4.4
Correspondence Table
Take complain action
Complainer Action
Chang Brand /Supplier
Stop using product
warned friends and families
tried to reform personally
wrote a complain letter
Non Complainer-take no action
Non Complainer-change brand
Non complainer-stop using product
Non Complainer-warned friend and family
Active Margin
yes
05
12
11
10
09
00
00
00
00
47
no
00
00
00
10
8
13
12
43
Active Margin
7
16
11
10
9
10
6
9
12
90
The correspondence table shows the distribution of Complainer Action for complainer action category of Yes and No. The rows of the correspondence table represent that whether customer take complainer action or not in term of Yes or No. The columns represent the Complainer and Non complainer actions. The marginal row totals show that the totals of customer who take complain action is 47 which are higher than those who did not take complain action. For non complainer the total is 4.
Looking at the column totals we can observe that for Complainer the mostly taken action is Stop using product having a value of 16 followed by second mostly taken action of warned fried and family with total of 11 and also another action of complainer that is Tried to reform personally is having value of 10.
Looking at the column totals for Non Complainers the mostly taken action is stop using product by having total of 12 out of 43, followed by warned friend and families having a value of 12.we can also observe that out of 43 non complainers 10 are those who have taken no action
Finding Endogeneity
In order to find out whether endogeneity exist or not in consumer complaining behavior a two step regression analysis was applied and the result shows endogeneity exist negatively in consumer complaining behavior. Which means that there were ignored variable in complaining which have negative impact of dependent variable.
Table 4.5
Regression
Variables Entered/Removed
Model
Variables Entered
Variables Removed
Method
1
Ignored X Variable
.
Enter
Dependent Variable: take complain action
Table 4.6
Model Summary
Model
R
R Square
R Square adjusted
Estimate of the error
1
.637(a)
.406
.399
.38940
Predictors: (Constant), Ignored X Variable
Table 4.7
ANOVA
Model
Squares Sum
Df
Square Mean
F
Sig.
1
Regression
9.112
1
9.112
60.090
.000(a)
Residual
13.344
88
.152
Total
22.456
89
a Predictors: (Constant), Ignored X Variable
b Dependent Variable: take complain action
In order to find out the endogeneity in complaining behavior two step regression was applied and above mentioned table of ANOVA was obtained.
ANOVA table shows that the p value (sig) for model is less than .05 which means that model is significant. It means that endogeneity exist
Table 4.8
Coefficients
Model
Unstandardized Coefficients
Standardized Coefficients
t
Sig.
B
Std. Error
Beta
1
(Constant)
1.935
.072
26.933
.000
Ignored X Variable
-.309
.040
-.637
-7.752
.000
a Dependent Variable: take complain action
Above mentioned table of coefficient shows that the value of Beta is negative which means that there is negative impact of ignored variable on dependent variable. It means that the set of ignored variables causing the endogeneity as the ignored variables were increased it was result in decrease in consumer complaining behavior and also by reducing the ignored variable it was resulting in increase in complaining behavior.
Ignored Variable (X Variable)
In order to find out whether endogeneity exist or not a two step regression analysis was applied and as a result a new ignored variable was obtained which was named as X variable.
Observation for ignored variable were 98
Ignored variable (X Variable) was suspected of causing endogeneity
Table 4.9
2.68662
2.8464
1.40086
2.49011
1.76394
0.64475
0.64475
1.40086
2.2868
2.32354
3.01296
-0.4445
1.36412
1.36412
1.92372
2.49011
2.2868
1.20435
1.36412
0.64475
0.64475
2.48332
3.0497
-0.0814
2.32354
1.36412
-0.4445
-0.4445
1.76394
2.12703
3.77587
2.68662
-0.0814
0.07836
0.07836
-0.1182
0.44144
1.20435
2.12703
0.44144
1.7272
1.7272
1.36412
2.12703
2.32354
2.32354
2.49011
-0.2847
-0.2847
0.84126
2.12703
1.92372
1.76394
0.80452
1.36412
1.36412
1.40086
-0.2847
2.8464
2.64988
0.80452
0.64475
0.64475
-0.0814
2.68662
2.12703
3.77587
0.64475
-0.2779
-0.2779
1.40086
0.64475
2.85319
3.41279
0.44144
1.36412
1.36412
3.0497
1.20435
2.49011
0.44144
0.07836
0.64475
0.64475
1.76394
1.40086
2.12703
0.64475
0.84126
1.20435
1.20435
1.92372
2.12703
2.12703
1.36412
0.80452
-0.0814
-0.0814
Results for Endogeneity
As the purpose of the study was to find out whether endogeneity exist or not, result show that there was endogeneity in consumer complaining behavior .Endogeneity was find by applying two step regression and table of ANOVA shows the value of p less than .05 which was significant it means endogeneity exist.
Result also shows the coefficient table in which the value of Beta was -.637 which is negatives it means that endogeneity has negative impact on dependent variable. It means as the ignored variables increases it result in decrease in consumer complaining behavior and also by reducing ignored variable result in increase in complaining behavior.
The ignored variables may include,
Customer Involvement
Literacy Level
Cultural Civilization
Customer Awareness
Cost of Complaining
Customer Loyalty
As ignored variable increases it results in decrease in complaining behavior. Like as customer involvement with product increases customer become more aware of it and better understand the product and it result in decreases in complaining behavior. Same is for Cultural civilization as customer become more civilized less chance for complaining.
4.3 HYPOTHEIS ASSESMENT SUMMARY
As a result of the statistical test and on the basis on p (sig) values below mentioned table of coefficient was obtained which explain all the significant characteristic of the complaining behavior.
Table 4.10
Coefficients
Standardized Coefficients
df
F
Sig.
Beta
Bootstrap (1000) Estimate of Std. Error
always complain when dissatisfied
.744
.068
2
118.874
.000
complaining distasteful to me
.257
.151
2
2.895
.062
find it embarrassing to complain
-.263
.162
3
2.646
.055
Gender
-.047
.078
2
.359
.699
monthly income
-.078
.116
2
.444
.643
Where do you live
.129
.094
1
1.872
.175
political association
.282
.094
2
9.021
.000
4.3.1 ACCEPTED HYPOTHESIS H1:H2: H7
Based on statistical test and results of table shows that following hypothesis have not been rejected and was found that such factors highly influenced consumer complaining behavior
H1: Endogeneity exists when predictors predict the taking complain action
H 2: Complaining attitude at the time of dissatisfaction predicts taking complain action
H 7: Political association predicts the taking complain action
4.3.2 REJECTEDTED HYPOTHESIS H3:H4: H5:H6
Based on statistical test and results of table shows that following hypothesis have n been rejected and was found that such factors have no influenced on consumer complaining behavior
H 3: Embarrassment DO NOT predicts the taking complain action
H 4: Gender DO NOT predicts the taking complain action
H 5: Monthly income DO NOT predicts the taking complain action
H 6: Residence/Location DO NOT predicts the taking complain action
CHAPTER 5: DISCUSSIONS, CONCLUSION,
IMPLICATION AND FUTURE RESEARCH
5.1 CONCLUSION
As the purpose of the study was to find out endogeneity that whether endogeneity exist or not in consumer complaining behavior, the result from two step regression analysis shows that endogeneity exist negatively in consumer complaining behavior. It means that there was an ignored variable in consumer complaining behavior and this ignored variable was named as X variable.
For the resultant ignored variable (x variable) the value of Beta was negative which means that endogeneity exist negatively in complaining behavior. It means that there were set of ignored variables causing the endogeneity, as such ignored variables increases it result in decrease in consumer complaining behavior and also by decreasing such variables it result in increase in complaining behavior.
After going through different research papers and literature review related to complaining behavior researcher have list of ignored variable and the ignored variable may include Customer Involvement, Literacy Level, Cultural Civilization, Customer Awareness Cost of Complaining and Customer loyalty.
As per results ignored variable have negative impact on complaining behavior so as ignored variable increases it result in decrease in complaining behavior.
Like as customer involvement with product increases customer become more aware of it and better understand the product and it result in decreases in complaining behavior, Same is for Cultural civilization as customer become more civilized less chance for complaining.
DISCUSSIONS
The central reason of the study was to find that whether endogeneity exist or not in consumer complaining behavior. Total samples of 90 questionnaires were filled by both male and female. In order to obtain the result a Correspondence analysis and Optimal scaling techniques were applied. Result shows that out of 90 respondent 47 have taken complain action while remaining 43 have taken no action. In this research complainer actions were divided into two categories which include action taken by complainer and non complainer.
Result for complainer and non complainer action have shown that that for Complainer the mostly taken action is Stop using product having a value of 16 followed by second mostly taken action of warned fried and family with total of 11 and also another action of complainer that was tried to reform personally and having value of 10.
Where as for Non Complainers the mostly taken action was stop using product by having total of 12 out of 43, followed by warned friend and families having a value of 12.It was also observe that out of 43 non complainers 10 were those who have taken no action.
By applying Optimal scaling had obtained standard regression coefficient which shows that only two variables were significant among all it include always complain when dissatisfied and political association. In order to find out whether endogeneity exist or not in consumer complaining behavior a two step regression analysis was applied and the result shows endogeneity exist negatively in consumer complaining behavior. Which means that there were ignored variable in complaining which have negative impact of dependent variable.
By applying two step regression researcher has obtained ANOVA table which shows that the p value (sig) for model was less than .05 which means that model was significant. It means that endogeneity exist. A table of coefficient was also obtained which shows that shows that the value of Beta was negative which means that there was negative impact of ignored variable on dependent variable. It means that there were set of ignored variables causing the endogeneity as the ignored variables increases it result in decrease in consumer complaining behavior and also by reducing these variable it result in increase in complaining behavior.
After going through different research papers and literature review related to complaining behavior researcher have list of ignored variable and these ignored variable may include Customer Involvement, Literacy Level, Cultural Civilization, Customer Awareness Cost of Complaining and Customer loyalty.
As per results these ignored variable have negative impact on complaining behavior so as these variable increases it l result in decrease in complaining behavior. Like as customer involvement with product increases customer become more aware of it and better understand the product and it result in decreases in complaining behavior, Same was for Cultural civilization as customer become more civilized less chance for complaining.
5.3 IMPLICATION AND RECOMMENDATION
As a result of this research have come to know that there were set of ignored variable in complaining behavior and this ignored variable was known as X variables. In the previous researches related to consumer complaining behavior ignored X variables were ignored though ignored variable have an impact on complaining behavior.
This research help to understand the complaining behavior of consumer that how consumer react to the dissatisfaction of the product and services. This research was useful to handle the complainer and non complainer and also help to differentiate the complainer from non complainer. For the research to be conducted in the future it was recommended for the researchers that researchers should also consider the impact of the ignored variables as variable have an influence on complaining attitude of the consumers. It was also recommended that it was very important to understand the complaining behavior of the consumer because it helps them to improve the performance.
5.4 FUTURE RESEARCH
This research identify the list of ignored variable and broader the dimension of the research on consumer complaining behavior. This research will help the future research on complaining behavior as the researcher will also considered these lists of ignored variable in the research as were previously ignored.
This research will be very helpful for the future research as researcher can get help from this research to find out that besides consumer demographics, psychographics and product characteristic there are also other variable need to be consider in the research.
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