RT Journal Article
T1 Consumer complaint behaviour in telecommunications: The case of mobile phone users in Spain
A1 Garín Muñoz, Teresa
A1 Pérez Amaral, Teodosio
A1 Gijón Tascón, Covadonga
A1 López Zorzano, Rafael Alberto
AB 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.
PB ELSEVIER
SN 0308-5961
YR 2016
FD 2016
LK https://hdl.handle.net/20.500.14352/23612
UL https://hdl.handle.net/20.500.14352/23612
LA eng
DS Docta Complutense
RD 17 abr 2025