A STRUCTURAL EQUATION MODEL FOR THE DESCRIPTION AND COMPARISON OF COMPLAINT BEHAVIOUR AFTER PURCHASING OF ELECTRONIC, FOOD AND TEXTILE PRODUCTS

Abstract

This study was undertaken to investigate the complaint behaviour exhibited by  university students due to dissatisfactions they experienced after purchasing electronic, food and textile products by using a proposed Structural Equation Modelling (SEM). For this purpose, measurements are performed onan interval scale by using the 5-point Likert in order to measure the agreement level of 329 university students on attitude and behaviour statements oriented at complaints.  There are 7 factors in the research model including alienation related with complaint (ALN) and controllability (CON) as exogenous latent variables; perceived value of complaint (VAL), the “complaint will be successful” faith (LKH), complaint intention (CI), explicit complaint behaviour (ECB) and implicit complaint behaviour (ICB) as endogenous latent variables. In this study, the effect of alienation of students from the company they shop and of their belief in controllability of the company on general complaint attitudes and complaint behaviours are tested with 13 hypotheses for electronic, food and textile products separately, and the obtained results are compared. In relation to the three groups, research findings have shown the same results for certain hypotheses and different results for certain other hypotheses.

References

1. • Ajzen, I., Fisbein, M. 1980. Understanding Attitudes and Predicting Social Behavior. Perentice-Hall, Englewood Cliffs, NJ, USA.
2. • Allison, N.K. 1978. A Psychometric Development of a Test for Consumer Alienation from The Marketplace. Journal of Marketing Research, 16, pp. 565- 575.
3. • Akan, Y., Kaynak, S. 2008. Tüketicilerin Şikâyet Düşüncesini Etkileyen Faktörler. Ankara Üniversitesi Sbf Dergisi, 63, (2), pp. 1-19.
4. • Bagozzi, R.P. 1982. A Field Investigation of Casual Relations Amongcognitions, Affect Intentions and Behavior, .Journal of Marketing Research, 17, pp. 565-575.
5. • Bearden, W.O., Mason, J.B. 1984. An Investigation of Influences on Consumer Complaint Reports. Advances in Consumer Research, 11, pp. 490-495.
6. • Bearden, W.O., Oliver, R.L. 1985. The Role Of Public And Private Complaining In Satisfaction With Problem Resolution. The Journal of Consumer Affairs, 19, (2), pp. 222-240.
7. • Bell, S. D., Mengüç, B., Stefani, S.L. 2004. When Customers Disappoint: A Model Of Relational Internal Marketing And Customer Complaints. Journal of the Academy Of Marketing Science, 32, (2), pp. 112-126.
8. • Berry, L.L., Parasuraman, A. 1997. Listening To the Customer: The Concept of Service Quality Information System. Sloan Management Review, 38, (3), pp. 65- 76.

9. • Blodgett, J.G., Granbois, D.H., Walters, R.G. 1993. The Effects of Perceived Justice on Complainant’s Negative Word-of-Mouth Behavior and Repatronage Intentions. Journal of Retailing, 69, pp. 399-428
10. • Burns, G.N., Bowling, N.A. 2010. Dispositional Approach to Customer Satisfaction and Behavior. Journal of Business Psychology, 25, pp. 99–107.
11. • Chiu, C.Y., Tsang, S.C., Yang, C.F. 2001. The Role Of Face Situation And Attitudinal Antecedents In Chinise Consumer Complaint Behavior, The Journal Of Social Psychology, 128, (2), pp. 173-180.
12. • Cilly, M. 1987. Postcomplaint Processest From Organizational Response To Repurchase Behavior. The Journal of Consumer Affairs, 21, (2), pp. 293-313.
13. • Day, R.L. 1984. Modeling Choices among Alternative Responses to Dissatisfaction. Advanced Consumer Research, 11, pp. 469-499.
14. • Day, R.L., Gabricke, K., Schaetzle, T., Staubach, F. 1981. The Hidden Agenda of Consumer Complaining. Journal of Retailing, 57, (Fall), pp. 86-106.
15. • Day, R.L., Landon, E.L. 1976. Collecting Comprehensive Consumer Complaint Data by Survey Research. Advances in Consumer Research, 3, pp. 263–268.
16. • Folkes, V.S. 1984. Consumer Reactions to Product Failure: An Attributional Approach. Journal of Consumer Research, 10, pp .398-409.
17. • Gökdeniz, İ., Bozaci, İ., Karakaya, E. 2011. Şikâyet Yönetim Süreci Sonrası Memnuniyeti Etkileyen Faktörler Üzerine Uygulamalı Bir Araştırma. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 26, pp. 173-185.
18. • Granbois, D.H., Fraizer, G., Summers, J.O. 1977. Correlates of Consumer Expectation and Complaining Behavior. Consumer Satisfation, Dissatisfaction and Complaining Behavior, Indiana University Press, Bloomington, IN, pp. 18-25.
19. • Hirschman, A.O. 1970. Exit, Voice and Loyalty: Responses to Decline in Firms, Organizations and States, Cambridge, MA: Harvard University Press.
20. • John, T., Juhl, J.H., Poulsen, C.S. 2003. Complaining: A Function of Attitude, Personality, and Situation. American Marketing Association Marketing and Public Policy Conference, Washington DC, May 29-31, 2003.
21. • Keng, K.A., Liu, S., 1997. Personel Values and Complaint Behaviour, Journal of Retailing and Consumer Service, 4, (2), pp. 89-97.
22. • Kim, C., Kim, S., Im, S., Shin, C. 2003. The Effect of Attitude and Perception on Consumer Complaint Intentions. The Journal of Consumer Marketing, 20, 4/5, pp. 352-371.
23. • Larivie’re, B., Van Den Poel, and D. 2005. Investigating the Post-Complaint Period by Means Of Survival Analysis. Expert Systems with Applications, 29, pp. 667–677.
24. • Lee, P.M., Chiu H.C., Tsai, H.T., Huang, J.J. 2010. The Relationship Between Buying Situation and Customer Complaint Behaviors of Information Technology Industry in Taiwan. General Topics for Engineers.
25. • Mc Alister, D.T., Erffmeyer, R. 2003. A Content Analysis of Outcomes and Responsibilities for Consumer Complaints to Third-Party Organizations, Journal of Business Research, 56, pp. 341-351.
26. • Nyer, P.U. 2000. An Investigation into Whether Complaining Can Cause Increased Consumer Satisfaction. The Journal of Consumer Marketing, 17, (1), pp. 9–19.
27. • Özer, L., Ergeneli, A., Hamidli, V. 2010. Satın Alma Sonrası Tatminsizlik Durumundaki Tepkiler: Türkiye Ve Azarbeycan’da Bir Araştırma. Anatolia: Turizm Araştırmaları Dergisi, 21, (1), pp. 121-127.
28. • Peiwu, D., Yan-Qiu, H. 2006. Research Of Customer Complaints And Service Recovery Effects. Management Science And Engineering, Icmse International Conferance.
29. • Richins, M.L. 1980. Consumer Perceptions Of Costs And Benefits Associated With Complaining. Refining Consepts and Measures of Consumer Satisfaction and Complaining Behavior, Indiana University Press, Indiana, pp. 50-53.
30. • Richins, M.L. 1983. An Analysis of Consumer Interaction Styles in the Marketplace. Journal of Consumer Research, 10, pp. 73-82.
31. • Schermelleh-Engel, K., Moosbrugger, H. 2003. Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-Of-Fit Measures. Methods of Psychological Research Online, 8, (2), pp. 23-74.
32. • Singh, J. 1989. Determinants of Consumers’ Decisions to Seek Third Party Resress: An Emprical Study Of Dissatisfied Patients”, Journal Of Consumer Affairs, 23, (Winter), pp. 329-363.
33. • Singh, J. 1990. Voice, Exit and Negative Word-Of -Behaviors: An Investigation Across Three Service Categories. Journal of the Academy Of Marketing Science, 18, (Winter), pp. 1-15.
34. • Singh, J., Wilkes R.F. 1991. A Theoretical Framework for Modeling Consumers Response to Marketplace Dissatisfaction. Journal of the Consumer Satisfaction and Complaining Behavior, 24, (4), pp. 350-365.
35. • Singh, J., Wilkes R.F. 1996. When Consumers Complain: A Path Analysis Of The Key Antecents Of Consumer Complaint Response Estimates. Journal of the Academy Of Marketing Science, 4, pp. 1-12.
36. • Sujithamrak, S., Lam, T. 2005. Relationship between Customer Complaint Behavior and Demographic Characteristics: A Study of Hotel Restaurants. Patrons, Asia PacificJournal of Tourism Research, 10, (3), pp. 289-307.
37. • Sun, H. 2009. Research on the Customers’ Dissatisfaction Behavior Types after Product Purchase from the Internet Shopping Mall: Case Analysis for Korea Post Office Shopping. Picmet 2009 Proceedings, August 2-6, Portland, Oregon, USA.
38. • Stephens, N., Gwinner, K.P. 1998. Why Don’t Some People Complain? A Cognitive-Emotive Process Model of Consumer Complaint Behavior. Journal of the Academy Of Marketing Science, 26, (3), pp. 172-189.
39. • Türkyilmaz, A., Özkan, C. 2003. Ulusal Müşteri Memnuniyeti İndeksleri.3. Üretim Araştırmaları Sempozyumu, İstanbul Kültür Üniversitesi, İstanbul, Mart 2003.
40. • Uzkurt, C. 2007. Müşteri Değeri Ve Tatmininin Satın Alım Sonrası Gelecek Eğilimlere Etkisi Üzerine Ampirik Bir Çalışma. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 17, pp. 25-43.
41. • Westbrook, R.A. 1980. Intra-Personal Affective Influences on Consumer Satisfaction with Products," Journal of Consumer Research, 7, (June), pp. 49–54.
42. • Yilmaz, V. 2004a. Consumer Behaviour of Shopping Center Choice. Social Behavior and Personality, 32, (8), pp. 783-790.
43. • Yilmaz, V. 2004b. Lisrel Ile Yapısal Eşitlik Modelleri: Tüketici Şikâyetlerine Uygulanması. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 4, (1), pp. 77-90.
44. • Yilmaz, V. 2007. Tüketici Şikâyet Davranışı Için Bir Model: Süpermarket Müşteri Örneği. Pazarlama Dünyası, 21, (1), pp. 47-51.
45. • Çelik, H. E., Yilmaz, V. 2013. Lisrel 9.1 Ile Yapısal Eşitlik Modellemesi. Ankara: Anı Yayıncılık.
46. • Yi, Youjae 1990. A Critical Review Of Consumer Satisfaction. In Review Of Marketing, Chicago, American Marketing Association.