Brand perception, locus of control and consumer knowledge as mediators in consumer complaint behaviour

Chan, Choy Ping (2009) Brand perception, locus of control and consumer knowledge as mediators in consumer complaint behaviour. Masters thesis, University of Malaya.

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Abstract

With the advent of fast paced lifestyle, telecommunications form an integral part of modern society. Increasing competition in the telecommunications industry in Malaysia has caused service providers to constantly seek new aspects and areas to please customers without starting or being caught in a price war. However, consumers evaluate and judge service performance based on previous expectations and there are bound to be gaps between the expected and the performed. As such, consumer dissatisfaction will often arise and causes behaviour that is referred to as consumer complaint behaviour. Service providers need to realize the importance of obtaining complaints directly from the consumer, as dissatisfied consumers who either take no action or engage in private complaint actions may be even more damaging to the service provider due to negative word of mouth communication. This study uses constructs from services marketing and consumer sciences to examine consumer complaint behaviour. Based on the constructs from both these disciplines, the consumer-related variables of demographics, personality trait LOC, brand perception, and consumer knowledge of consumer rights and avenues to complain were tested as mediators for the relationship between the established service-related variable of problem severity and complaint behaviour. Quantitative data (n=181) were collected through self-administered questionnaires from customers of mobile phone network services. Data were analysed using logistics and multiple regressions. However, the results did not show significant mediating effects of each of the consumer-related variables. Yet, the study indicated that many of the respondents who had negative experiences with their mobile network service either did not engage in any action, or engaged in private action. This bears not too positive news for service providers who realize the importance of feedback and complaints from consumers. Various steps of encouraging consumer complaints direct to the provider needs to be taken. The finding of this study has been made available with prudence steps under the limitation of the available sampling frame. Nonetheless, the findings of this study should contribute to the understanding of consumer complaint behaviour of mobile phone network service customers for both managers and academics. This study partly enable further understanding of consumer complaint behaviour in the local context; however, it is recommended that future research be undertaken to focus on other consumer-related variables such as individualism and culture, as well on other services in general such as banking and finance, information technology services, media and entertainment, as well as in other areas of telecommunication such as internet providers.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Brand perception, Consumer knowledge, Consumer complaint behaviour, Service performance, Consumer evaluate, Service provider, Services marketing
Subjects: H Social Sciences > HX Socialism. Communism. Anarchism
Depositing User: MS NOOR ZAKIRA ZULRIMI
Date Deposited: 23 Jul 2013 01:00
Last Modified: 23 Jul 2013 01:00
URI: http://repository.um.edu.my/id/eprint/878

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