Jordanian Consumers' Complaint Behavior

Abstract

The objective of this paper is to examine consumer complaint behavior (CCB) post-purchase dissatisfaction, which is a critical factor for business firms pursuing consumers' retention. Marketers should encourage consumer complaints because of its potential impact on loyalty, word-of-mouth, repeat-purchase behavior, as well as profit. A questionnaire was distributed to 418 respondents. One Way AN OVA, t-Test, Factor Analysis and descriptive analysis were used in analyzing the data. The results show that Jordanian consumers are willing to raise complaints if they feel dissatisfied after purchasing products and services and more willing to engage in private and voice response and less willing to engage in third-party response. Moreover, analysis revealed no significant differences in CCB according to demographic characteristics.