Article information
Resumen
Esta investigación de carácter exploratorio aborda el proceso de formación del comportamiento de queja utilizando el proceso de segmentación de clientes. Consideramos que dicho comportamiento agrupa dos tipos de respuestas a la insatisfacción: las respuestas de queja y las respuestas privadas. Nuestro objetivo es conocer la capacidad que tiene la intensidad de la insatisfacción y otras variables relevantes de la literatura en la discriminación de segmentos de consumidores, con el propósito de estudiar sus comportamientos y características. La metodología de análisis CHAID ha permitido segmentar la muestra en diferentes grupos identificando los principales antecedentes de ambos tipos de respuestas. Los resultados concluyen que los sujetos muy insatisfechos que perciben baja probabilidad de éxito de una posible queja tienden a desarrollar más respuestas privadas. Además, los individuos que se quejan desarrollan más respuestas privadas que aquellos que no lo hacen.
Palabras clave:
Insatisfacción
comportamiento de queja
respuestas privadas
segmentación del mercado y CHAID
Abstract
This exploratory research deals with the consumer complaint behaviour process from the point of view of client segmentation. The authors consider that the different reactions to dissatisfaction can be grouped into complaint responses and private responses. The aim is to know the intensity of the dissatisfaction and other of the variables considered relevant by the literature contribute to those two types of responses. By knowing this, it will be possible to identify the differences derived from the type of complaint behaviour and from the client segments. The results show that the effect of antecedents will vary depending on the kind of response under consideration. The CHAID methodology has allowed the segmentation of the sample into different group, identifying the main antecedents for both types of response behaviour. Results conclude that very dissatisfied consumers perceiving low success probability in their complaining behaviour tend to develop more private responses. Moreover, consumer developing complaining behaviours develop more private responses that those ones that do not complain.
Keywords:
Dissatisfaction
complaining behavior
private responses
market segmentation and CHAID
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