The Role of Meta-perceptions in Customer Complaining Behavior
journal contribution
posted on 2023-05-18, 01:04authored byTojib, D, Khajehzadeh, S
Abstract Purpose – This study aims to demonstrate 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. Keywords Complaining behavior, Intention to complain, Meta-perceptions, Service failure attributions, Service failure severity
History
Publication title
European Journal of Marketing
Volume
48
Issue
7/8
Pagination
1536-1556
ISSN
0309-0566
Department/School
TSBE
Publisher
Emerald Group Publishing Ltd.
Place of publication
United Kingdom
Rights statement
Copyright 2014 Emerald Group Publishing Limited
Repository Status
Restricted
Socio-economic Objectives
Other commercial services and tourism not elsewhere classified