THE STRUCTURE AND DETERMINANTS OF CONSUMER COMPLAINT INTENTIONS AND BEHAVIOR

Conceptualization and measurement of the consumer complaint intentions and behavior (CCB) construct has been an obstacle to the development of a more extensive understanding of how consumers respond to dissatisfaction as well as the factors that influence these responses. Results of an experiment that investigated the structure and determinants of CCB responses to service dissatisfaction provide strong support for the validity and usefulness of Hirchman's exit, voice and loyalty classification of dissatisfaction responses and affirm the influence of exchange variables such as magnitude of the dissatisfaction problem, exit barriers and attractiveness of service alternatives on CCB responses.