Chapter 11: Marketing

Title: Dissatisfaction determinants, complaint behaviour and grievance communication channels by young consumers in transition economies

Reference: WORLD SUSTAINABLE DEVELOPMENT OUTLOOK 2006 pp. 360 - 370

Abstract/Summary: This study examines post-purchase behaviour of young consumers in a transition economy through a consumer complaint survey in Almaty, Kazakhstan and presents findings derived from analysing the determinants of consumer dissatisfaction, the behavioural intention of dissatisfied consumers and the grievance communication channels used by the consumers. Results of the data analysis suggest that young consumers in transition economies are most dissatisfied with the services of sales representatives and to a less degree, the product quality. Dissatisfied consumers tend to voice out their complaints by visiting the stores, making phone calls and talking to friends. Further applications of regression analyses to the survey data support the existence of various relationships among these dissatisfaction determinants, consumer complaint behaviour and the quality of products. Moreover, there exist the effects of certain complaint appeals that are moderated by the national culture.

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