Understanding and influencing consumer complaint behavior: Improving organizational complaint management

This article discusses an often overlooked issue in complaint behavior, the interactive exchange between the organization and the consumer. This exchange is at the root of all consumer complaint behavior and determines the ultimate satisfaction or dissatisfaction of the consumer. We review the complaint behavior literature and focus on potential reasons consumers choose not to complain. We then present an updated typology for consumer complaint behavior outcomes and their implications for the organization. Finally, we examine some organizational strategies necessary to encourage non-voicers to complain to the organization allowing effective and efficient complaint management.