Abstract
Consumer complaining behavior is a phenomenon of great interest and practical importance in services. It is being slowly advanced through the application of different samples, data collection procedures, and analytical techniques. Structural equation modeling and ordinary least squares regression are at the forefront of current complaint research, but are limited in some ways by their reliance on scenario-based data and prospective complaint intention self-reports. The use of these methods is generating a solid base for continued research into actual failure occurrences and complaining behavior, but the theories need support from real events and retrospective response behaviors in addition to contrived events.
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© 2015 Academy of Marketing Science
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Fox, G.L. (2015). Did You Complain or Not? [0,1]. In: Sharma, D., Borna, S. (eds) Proceedings of the 2007 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11806-2_89
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DOI: https://doi.org/10.1007/978-3-319-11806-2_89
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-11806-2
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