The impact of consumer complaint behaviour on customer defection

Tam, Adeline Yin Ling (2004) The impact of consumer complaint behaviour on customer defection. Masters thesis, Universiti Malaysia Sabah.

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Abstract

This research is done in the area of post purchase behaviour in the marketing field. This research was carried out in Kota Kinabalu, Sabah, Malaysia by collecting the primary data from bank customers. This research tries to determine if there is a relationship between customer complaint and defection if the customers were dissatisfied. The model is adapted from Day ( 1977) and Colgate and Hedge (2001 ), and modified to suit the setting of this study. Results of this research showed that the dissatisfied consumer complaint action was positively correlated with defection. Dissatisfied consumer complaint could explain 28.2% of variance in defection. Nevertheless, most demography variables (gender, age, marital status and education) were not moderating the relationship except income, which moderate the relationship between private complaint and defection. The switching cost also did not moderate the relationship between dissatisfied consumer complaint and defection. This study has implications to the bank manager that they must try to encourage the customers to complaint directly to them. This research also gives future researchers a new dimension of research.

Item Type:	Thesis (Masters)
Keyword:	Post-purchase behaviour, Customer complaint, Customer defection, Consumer dissatisfaction
Subjects:	H Social Sciences > HF Commerce > HF1-6182 Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Department:	SCHOOL > School of Business and Economics
Depositing User:	DG MASNIAH AHMAD -
Date Deposited:	29 Sep 2025 11:37
Last Modified:	29 Sep 2025 11:37
URI:	https://eprints.ums.edu.my/id/eprint/45235

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