Consumer complaint behaviour in telecommunications: The case of mobile phone users in Spain



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Garín Muñoz, Teresa and Pérez-Amaral, Teodosio and Gijón Tascón, Covadonga and López Zorzano, Rafael Alberto (2016) Consumer complaint behaviour in telecommunications: The case of mobile phone users in Spain. Telecommunications Policy, 40 (8). pp. 804-820. ISSN 0308-5961

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This work analyses the post-purchase behaviour of mobile phone users once they have experienced a service failure. Taking into account the existing literature on Consumer Complaint Behaviour (CCB), a survey for 4249 individuals in Spain is used for specifying econometric equations that explain the determinants of the complaining decision and the impact that a proper complaint management may have on overall satisfaction. The results suggest that dissatisfaction is not a necessary condition for complaining and that the propensity to complain is different depending on the type of problem experienced by the customer. Another finding is that a proper handling of complaints by the company may constitute a source of improvement in the overall user satisfaction and profitability of the firm. This result is of interest for its implications when designing a company's marketing strategy. Accordingly it seems reasonable to use complaint management as a powerful tool to retain customers.

Item Type:Article
Uncontrolled Keywords:Consumer complaint behaviour; Mobile phones; Consumer retention; Consumer satisfaction; Consumer loyalty; Voice; Exit; Service failure; Complainers.
Subjects:Sciences > Computer science > Telecommunication
Social sciences > Economics > Commerce
Social sciences > Economics > Business enterprises
ID Code:55505
Deposited On:30 May 2019 10:41
Last Modified:02 Jun 2020 08:13

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