Información del artículo
RESUMEN
El objetivo de este trabajo es analizar la contribución que tiene una serie de determinantes en el comportamiento de queja con el fin de identificar la combinación que mejor explica las respuestas de queja, a terceras partes y privadas. Utilizando el contexto de los restaurantes y la metodología basada en modelos de regresión múltiple (método secuencial de estimación paso a paso), los resultados más relevantes indican que la probabilidad de éxito de la queja es la variable que mayor influencia tiene sobre las respuestas de queja, mientras que es el nivel de insatisfacción en el caso de las respuestas privadas.
PALABRAS CLAVE:
Insatisfacción
Comportamiento de queja
Respuestas de queja
Respuestas privadas
ABSTRACT
The aim of this paper is to analyze the contribution that a set of the determinants has on the complaint behavior, with the purpose of identifying which combination of them can explain better the complaint responses, third parties responses and private responses. Our study has been made in the restaurants' context, and the methodology has been based on multiple regression models (Stepwise Method Regression). The most relevant results indicate that the probability of complaint's success is the variable that greater influence has on the compliant responses, whereas the level of dissatisfaction has the greater effect on private responses.
KEYWORDS:
Dissatisfaction
Complaining behavior
Complaint responses
Private responses
El Texto completo está disponible en PDF
BIBLIOGRAFÍA
[BABIN et al., 1994]
B.J. BABIN, M. GRIFFIN, W.R. DARDEN.
“An empirical comparison of alternative conceptualization of postconsumption reactions”.
Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 7 (1994),
[BATISTA and MARTÍNEZ, 1989]
J.M. BATISTA, M.R. MARTÍNEZ.
Análisis Multivariante. Análisis en Componentes Principales, Editorial Hispano Europea, (1989),
[BERRY et al., 2002]
L.L. BERRY, K. SEIDERS, D. GREWAL.
“Understanding service convenience”.
Journal of Marketing, 66 (2002), pp. 1-17
[BIGNÉ and ANDREU, 2002]
BIGNÉ, J. E. Y ANDREU, L. (2002): “Análisis de la satisfacción en la experiencia del consumidor: una aplicación en museos interactivos”, XIV Encuentro de Profesores Universitarios de Marketing, Granada, pp. 497-510.
[BLODGETT and GRANBOIS, 1992]
J.G. BLODGETT, D.H. GRANBOIS.
“Towards an integrated conceptual model of consumer complaining behavior”.
Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 5 (1992), pp. 93-103
[BLODGETT et al., 1993]
J.G. BLODGETT, D.H. GRANBOIS, R.G. WALTERS.
“The effects of perceived justice on complainants' negative word-of-mouth behavior and repatronage intentions”.
Journal of Retailing, 69 (1993), pp. 399-428
[BLODGETT et al., 1997]
J.G. BLODGETT, D.J. HILL, S.S. TAX.
“The effects of distributive, procedural and interactional justice on postcomplaint behavior”.
Journal of Retailing, 73 (1997), pp. 185-210
[BOLFING, 1989]
C.P. BOLFING.
“How do customers express dissatisfaction and what can service marketers do about it?”.
Journal of Services Marketing, 3 (1989), pp. 5-23
[BOSQUE and MORENO, 1994]
J.Y. BOSQUE, A. MORENO.
Prácticas de Análisis Exploratorio y Multivariante de Datos, Ed. Oikos-Tau, (1994),
[BROADBRIDGE and MARSHALL, 1995]
A. BROADBRIDGE, J. MARSHALL.
“Consumer complaint behaviour: the case of electrical goods”.
International Journal of Retail & Distribution Management, 23 (1995), pp. 8-24
[CAMARERO et al., 1996]
CAMARERO, M.C.; GUTIÉRREZ, J. Y RODRÍGUEZ, A.I. (1996): “Insatisfacción, comportamiento de queja e intención de recompra: un estudio exploratorio (el caso de la educación universitaria)”, VIII Encuentro de Profesores Universitarios de Marketing, Zaragoza, pp. 43-54.
[CARMINES and ZELLER, 1994]
E.G. CARMINES, R.A. ZELLER.
Reliability and validity assessment. Basic Measurement, pp. 1-58
[CASADO and MÁS, 2002]
A.B. CASADO, F.J. MÁS.
“The consumer's reaction to delays in service”.
International Journal of Service Industry Management, 13 (2002), pp. 118-140
[CHO and YOUNG, 1999]
B. CHO, K. YOUNG.
“An integrated model of consumer complaining behavior”, Paper at the 7th Cross-Cultural Consumer and Business Studies Research Conference.
[CHOI et al., 2002]
K.S. CHOI, W.H. CHO, S. LEE, H. LEE, C. KIM.
“The relationship among quality, value, satisfaction and behavioral intention in health care provider choice: a South Korean study”.
Journal of Business Research, 5738 (2002), pp. 1-9
[COHEN and COHEN, 1983]
COHEN, COHEN.
Applied Multiple Regresion/Correlation Analysis for the Behavioral Sciences, 2a Edición, Lawrence Erlbaum, (1983),
[CRIE, 2001]
D. CRIE.
“Un cadre conceptuel d'analyse du comportement de réclamation”.
Recherche et Applications en Marketing, 16 (2001), pp. 45-63
[DABHOLKAR, 1994]
P.A. DABHOLKAR.
“Incorporating choice into an attitudinal framework: analyzing models of mental comparison processes”.
Journal of Consumer Research, 21 (1994), pp. 100-118
[DAVIDOW and DACIN, 1997]
M. DAVIDOW, P.A. DACIN.
“Understanding and influencing consumer complaint behavior: improving organizational complaint management”.
Advances in Consumer Research, 24 (1997), pp. 450-456
[DAY, 1984]
R.L. DAY.
“Modeling choices among alternative responses to dissatisfaction”.
pp. 496-499
[FOLKES, 1984]
V.S. FOLKES.
“Consumer reactions to product failure: an attributional approach”.
Journal of Consumer Research, 10 (1984), pp. 398-409
[FOLKES et al., 1987]
V.S. FOLKES, S. KOLETSKY, J.L. GRAHAM.
“A field study of causal inferences and consumer reaction: the view from the airport”.
Journal of Consumer Research, 13 (1987), pp. 534-539
[FORNELL and WERNERFELT, 1987]
C. FORNELL, B. WERNERFELT.
“Defensive marketing strategy by consumer complaint management: a theoretical analysis”.
Journal of Marketing Research, 24 (1987), pp. 337-346
[GODWIN et al., 1995]
B.F. GODWIN, P.G. PATTERSON, L.W. JOHNSON.
“Emotion, coping and complaining propensity following a dissatisfactory service encounter”.
Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 8 (1995), pp. 155-163
[GOODING and ROSS, 1992]
C. GOODING, I. ROSS.
“Consumer responses to service failures: influence of procedural and interactional fairness perceptions”.
Journal of Business Research, 25 (1992), pp. 149-163
[HALSTEAD and DROGE, 1991]
D. HALSTEAD, C. DROGE.
“Consumer attitudes toward complaining and the prediction of multiple complaint responses”.
Advances in Consumer Research, 18 (1991), pp. 210-216
[HALSTEAD and PAGE, 1992]
D. HALSTEAD, T.J. PAGE.
“The effects of satisfaction and complaining behavior on consumer repurchase intentions”.
Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 5 (1992), pp. 1-11
[HAIR et al., 1999]
J.F. JR. HAIR, R.E. ANDERSON, R.L. TATHAM, W.C. BLACK.
Análisis Multivariate, 5a Edición, Londres, (1999),
[HIRCHMAN, 1970]
A.O. HIRCHMAN.
Exit, Voice and Loyalty, Harvard University Press, (1970),
[HOGARTH et al., 2001]
J.M. HOGARTH, M.A. HILGERT, J.M. KOLODINSKY, J. LEE.
“Problems with credit cards: an exploration of consumer complaining behaviors”.
Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 14 (2001), pp. 88-107
[HUEFNER et al., 2002]
J.C. HUEFNER, B.L. PARRY, C.R. PAYNE, S.D. OTTO, S.C. HUFF, M.J. SWENSON, H.K. HUNT.
“Consumer rataliation: confirmation and extension”.
Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 15 (2002), pp. 114-127
[HUPPERTZ, 2003]
J.W. HUPPERTZ.
“An effort model of first-stage complaining behavior”.
Journal of Satisfaction, Dissatisfaction and Complaining Behavior, 16 (2003), pp. 132-144
[INSTITUTO NACIONAL DE CONSUMO, 2005]
INSTITUTO NACIONAL DE CONSUMO.
Balance de consultas y reclamaciones presentadas en las organizaciones de consumidores de ámbito nacional.
(2005)www.consumo-inc.es
[IZARD, 1977]
C.E. IZARD.
Human Emotions, Plenum Press, (1977),
[IZARD, 1991]
C.E. IZARD.
The Psychology of Emotions, Plenum, (1991),
[JACOBY and JACCARD, 1981]
J. JACOBY, J.J. JACCARD.
“The sources, meaning and validity of consumer complaint behavior: a psychological analysis”.
Journal of Retailing, 57 (1981), pp. 4-24
[JOHNSTON, 1995]
R. JOHNSTON.
“Determinants of service quality: satisfiers and dissatisfiers”.
International Journal of Service Industry Management, 6 (1995), pp. 53-71
[JOHNSTON, 1998]
R. JOHNSTON.
“The effect of intensity od dissatisfaction on complaining behaviour”.
Journal of Satisfaction, Dissatisfaction and Complaining Behavior, 11 (1998), pp. 69-77
[JOHNSTON, 2001]
R. JOHNSTON.
“Linking complaint management to profit”.
International Journal of Service Industry Management, 12 (2001), pp. 60-69
[KELLY, 1979]
KELLY, J.P. (1979): “Consumer expectations of complaint handling by manufacturers and retailers of clothing products”, New Dimensions of Consumer Satisfaction and Complaining Behavior, Proceedings of the 3rd Annual CS/D &CB Conference, Day, R.L. y Hunt, H.K. (eds.), pp. 103-110.
[KOLODINSKY, 1992]
J. KOLODINSKY.
“A system for estimating complaints, complaint resolution and subsequent purchases of proffesional an personal services”.
Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 5 (1992), pp. 36-44
[KOLODINSKY, 1993]
J. KOLODINSKY.
“Complaints, redress and subsequent purchases of medical services by dissatisfied consumers”.
Journal of Consumer Policy, 16 (1993), pp. 193-214
[KOLODINSKY, 1995]
J. KOLODINSKY.
“Usefulness of economics in explaining consumer complaints”.
The Journal of Consumer Affairs, 29 (1995), pp. 29-54
[KRAPFEL, 1985]
R.E. KRAPFEL.
“A consumer complaint strategy model: antecedents and outcomes”.
Advances in Consumer Research, 12 (1985), pp. 346-350
[LEVESQUE and MCDOUGALL, 1996]
T.J. LEVESQUE, G.H.G. MCDOUGALL.
“Customer dissatisfaction: the relationship between types of problems and customer response”.
Canadian Journal of Administrative Sciences, 13 (1996), pp. 264-276
[LIU, 1999]
R.R. LIU.
“Consumer social values and complaint behaviors”.
pp. 279-287
[LIU and MCCLURE, 2001]
R.R. LIU, P. MCCLURE.
“Recognizing cross-cultural differences in consumer complaint behavior and intentions: an empirical examination”.
Journal of Consumer Marketing, 18 (2001), pp. 54-74
[MALHOTRA, 1997]
N.K. MALHOTRA.
Investigación de Mercados. Un Enfoque Práctico, Prentice Hall, (1997),
[MARTIN, 1991]
N.I. MARTIN.
“Expert-novice differences in complaint scripts”.
Advances in Consumer Research, 18 (1991), pp. 225-231
[MAUTE and DUBE, 1999]
M.F. MAUTE, L. DUBE.
“Patterns of emotional responses and behavioural consequences of dissatisfaction”.
Applied Psychology: An International Review, 48 (1999), pp. 349-366
[MAUTE and FORRESTER, 1993]
M.F. MAUTE, W.R. FORRESTER.
“The structure and determinants of consumer complaint intentions and behavior”.
Journal of Economic Psychology, 14 (1993), pp. 219-247
[MAXHAM and NETEMEYER, 2002]
J.G. MAXHAM III, R.G. NETEMEYER.
“A longitudinal study of complaining customers' evaluations of multiple service failures and recovery efforts”.
Journal of Marketing, 66 (2002), pp. 57-71
[MAXHAM and NETEMEYER, 2003]
J.G. MAXHAM III, R.G. NETEMEYER.
“Firms reap what they sow: the effects of shared values and perceived organizational justice on customer's evaluations of complaint handling”.
Journal of Marketing, 67 (2003), pp. 46-62
[MCDANIEL and GATES, 1999]
C. MCDANIEL, R. GATES.
Investigación de Mercados Contemporánea, Thomson Editores, (1999),
[MCDOUGALL and LEVESQUE, 1994]
G.H.G. MCDOUGALL, T. LEVESQUE.
“Benefit segmentation using service quality dimensions: an investigation in retail banking”.
International Journal of Bank Marketing, 12 (1994), pp. 15-23
[MESSICK and SENTIS, 1979]
D.M. MESSICK, K.P. SENTIS.
“Fairness and preference”.
Journal of Experimental Social Psychology, 15 (1979), pp. 418-434
[MIQUEL et al., 1997]
S. MIQUEL, E. BIGNÉ, J.P. LÈVY, A.C. CUENCA, M.J. MIQUEL.
Investigación de Mercados, McGraw-Hill, (1997),
[MITTAL and KAMAKURA, 2001]
V. MITTAL, W.A. KAMAKURA.
“Satisfaction, repurchase intent and repurchase behavior: investigating the moderating effect of consumer characteristics”.
Journal of Marketing Research, 38 (2001), pp. 131-142
[MOLINER VELÁZQUEZ et al., 2004]
B. MOLINER VELÁZQUEZ, G. BERENGUER CONTRÍ, I. GIL SAURA, M. FUENTES BLASCO.
“Antecedents to complaint behaviour in the context of restaurants goers”.
International Review of Retail, Distribution and Consumer Research, 16 (2004), pp. 493-517
[MOREL et al., 1997]
K.P.N. MOREL, T.B.C. POESZ, H.A.M. WILKE.
“Motivation, capacity and opportunity to complain: towards a comprehensive model of consumer complaint behavior”.
Advances in Consumer Research, 24 (1997), pp. 464-469
[MOYER, 1984]
M. MOYER.
“Characteristics of consumer complaints: implications for marketing and public policy”.
Journal of Public Policy and Marketing, 3 (1984), pp. 67-84
[NYER, 1997a]
P. NYER.
“A study of the relationship between cognitive appraisals and consumption emotions”.
Journal of the Academy of Marketing Science, 25 (1997), pp. 296-304
[NYER, 1997b]
P. NYER.
“Modeling the cognitive antecedents of post-consumption emotions”.
Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 10 (1997), pp. 80-90
[NUNNALLY, 1987]
J.C. NUNNALLY.
Teoría Psicométrica, Trillas, (1987),
[OLIVER, 1987]
R.L. OLIVER.
“An investigation of the interrelationship between consumer (dis)satisfaction and complaints reports”.
Advances in Consumer Research, 14 (1987), pp. 218-222
[OLIVER, 1993]
R.L. OLIVER.
“Cognitive, affective and attribute bases of the satisfaction response”.
Journal of Consumer Research, 20 (1993), pp. 418-430
[OLIVER, 1997]
R.L. OLIVER.
Satisfaction: A Behavioral Perspective on the Consumer, The McGraw-Hill Companies, Inc., (1997),
[OLIVER and SWAN, 1989a]
R.L. OLIVER, J.E. SWAN.
“Consumer perceptions of interpersonal equity and satisfaction in transactions: a field survey approach”.
Journal of Marketing, 53 (1989), pp. 21-35
[OLIVER and SWAN, 1989b]
R.L. OLIVER, J.E. SWAN.
“Equity and disconfirmation perceptions as influences on merchant and product satisfaction”.
Journal of Consumer Research, 16 (1989), pp. 372-383
[REICHHELD and SASSER, 1990]
F.F. REICHHELD, W.E. SASSER.
“Zero defections: quality comes to service”.
Harvard Business Review, 68 (1990), pp. 105-111
[RICHIENS, 1982]
M.L. RICHIENS.
“An investigation of consumer's attitudes toward complaining”.
pp. 502-506
[RICHINS, 1983]
M.L. RICHINS.
“Negative word-of-mouth by dissatisfied consumers: a pilot study”.
Journal of Marketing, 47 (1983), pp. 68-78
[RICHINS, 1987]
M.L. RICHINS.
“A multivariate analysis of responses to dissatisfaction”.
Journal of the Academy of Marketing Science, 15 (1987), pp. 24-31
[SARABIA SÁNCHEZ, 1999]
F. SARABIA SÁNCHEZ.
Metodología de Investigación en Marketing y Dirección de Empresas, Ediciones Pirámide, (1999),
[SARABIA SÁNCHEZ and PARRA MEROÑO, 2001]
F. SARABIA SÁNCHEZ, M.C. PARRA MEROÑO.
“El comportamiento de queja y reclamación y la insatisfacción del consumidor”.
Estudios sobre Consumo, 59 (2001), pp. 9-21
[SINGH, 1988]
J. SINGH.
“Consumer complaint intentions and behavior: definitional and taxonomical issues”.
Journal of Marketing, 52 (1988), pp. 93-107
[SINGH, 1989]
J. SINGH.
“Determinants of consumer's decision to seek third party redress: an empirical study of dissatisfied patients”.
Journal of Consumer Affairs, 23 (1989), pp. 329-363
[SINGH, 1990]
J. SINGH.
“Voice, exit and negative word-of-mouth behaviors: an investigation across three service categories”.
Journal of the Academy of Marketing Science, 18 (1990), pp. 1-15
[SINGH, 1991a]
J. SINGH.
“What occurs once consumers complaint?”.
European Journal of Marketing, 25 (1991), pp. 30-46
[SINGH, 1991b]
J. SINGH.
“Exploring the effects of consumers' dissatisfaction level on complaint behaviours”.
European Journal of Marketing, 25 (1991), pp. 7-21
[SINGH, 1991c]
J. SINGH.
“Industry characteristics and consumer dissatisfaction”.
The Journal of Consumer Affairs, 25 (1991), pp. 19-56
[SINGH and HOWELL, 1985]
J. SINGH, R.D. HOWELL.
“Consumer complaining behavior: a review and prospectus”.
Consumer Satisfaction, Dissatisfaction and Complaining Behavior, pp. 59-66
[SINGH and PANDYA, 1991]
J. SINGH, S. PANDYA.
“Exploring the effects of consumers' dissatisfaction level on complaint behaviours”.
European Journal of Marketing, 25 (1991), pp. 7-21
[SINGH and WILKES, 1991]
J. SINGH, R.E. WILKES.
“A theoretical framework for modeling consumers' response to marketplace dissatisfaction”.
Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 4 (1991), pp. 1-12
[SINGH and WILKES, 1996]
J. SINGH, R.E. WILKES.
“When consumers complain: a path analysis of the key antecedents of complaint response estimates”.
Journal of the Academy of Marketing Science, 24 (1996), pp. 350-365
[STEPHENS and GWINNER, 1998]
N. STEPHENS, K.P. GWINNER.
“Why don't some people complain? A cognitive-emotive process model of consumer complaint behavior”.
Journal of the Academy of Marketing Science, 26 (1998), pp. 172-189
[SWANSON and KELLEY, 2001]
S.R. SWANSON, S.W. KELLEY.
“Service recovery attributions and word-of-mouth intentions”.
European Journal of Marketing, 35 (2001), pp. 194-211
[TARP, 2001]
TARP (TECHNICAL ASSISTANCE RESEARCH PROGRAM) (2001): Using complaints for quality assurance decisions. E-satisfy/TARP working paper.
[TAYLOR and BAKER, 1994]
S.A. TAYLOR, T.L. BAKER.
“An assessment of the relationship between service quality and customer satisfaction in the formation of consumers' purchase intentions”.
Journal of Retailing, 70 (1994), pp. 163-178
[TAX et al., 1998]
S.S. TAX, S.W. BROWN, M. CHANDRASHEKARAN.
“Customer evaluations of service complaint experiences: implications for relationship marketing”.
Journal of Marketing, 62 (1998), pp. 60-76
[THENG and NG, 2001]
G. THENG, S. NG.
“Individual and situational factors influencing negative word-of-mouth behavior”.
Canadian Journal of Administrative Sciences, 18 (2001), pp. 163-178
[VARELA, 1992]
J.A. VARELA.
“Satisfacción/insatisfacción de los consumidores y comportamientos postconsumo derivados”.
Estudios sobre Consumo, 23 (1992), pp. 65-78
[VERNETTE, 1995]
E. VERNETTE.
“Eficacia de los instrumentos de estudio: evaluación de las escalas de medida”.
Investigación y Marketing, July (1995), pp. 49-66
[WEINER, 1980]
B. WEINER.
“A cognitive (attribution)-emotion-action model of motivated behavior: an analysis of judgements of help-giving”.
Journal of Personality and Social Psychology, 39 (1980), pp. 186-200
[WEISER, 1995]
C. WEISER.
“Customer retention: the importance of the listening organization”.
The Journal of Database Marketing, 2 (1995), pp. 344-358
[WESTBROOK, 1987]
R.A. WESTBROOK.
“Product consumption-based affective responses and postpurchase processes”.
Journal of Marketing Research, 24 (1987), pp. 258-270
[ZEELENBERG and PIETERS, 2004]
M. ZEELENBERG, R. PIETERS.
“Beyong valence in customer dissatisfaction: A review and new findings on behavioral responses to regret and disappointment in failed services”.
Journal of Business Research, 57 (2004), pp. 445-455
Copyright © 2008. Academia Europea de Dirección y Economía de la Empresa
