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The Role of Meta-perceptions in Customer Complaining Behavior
journal contributionposted on 2023-05-18, 01:04 authored by Tojib, 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
Publication titleEuropean Journal of Marketing
PublisherEmerald Group Publishing Ltd.
Place of publicationUnited Kingdom
Rights statementCopyright 2014 Emerald Group Publishing Limited