• 作者：Beatriz Moliner Velá ; zquez^** ; ^{beatriz.moliner@uv.es} ; Irene Gil Saura^*** ; ^{irene.gil@uv.es} ; Gloria Berenguer Contri^*** ; ^{gloria.berenguer@uv.es} ; Marí ; a Fuentes Blasco^**** ; ^{mfuebla@upo.es}
• 关键词：Insatisfacció ; n ; comportamiento de queja ; respuestas privadas ; segmentació ; n del mercado y CHAID
• 刊名：Cuadernos de Econom铆a y Direcci贸n de la Empresa
• 出版年：2008
• 期刊代码：pca17_11385758
• 类别：bus
• 出版时间：September 2008
• 卷：11
• 期：36
• 页码：113-149
• 文件大小：378 K

This exploratory research deals with the consumer complaint behaviour process from the point of view of client segmentation. The authors consider that the different reactions to dissatisfaction can be grouped into complaint responses and private responses. The aim is to know the intensity of the dissatisfaction and other of the variables considered relevant by the literature contribute to those two types of responses. By knowing this, it will be possible to identify the differences derived from the type of complaint behaviour and from the client segments. The results show that the effect of antecedents will vary depending on the kind of response under consideration. The CHAID methodology has allowed the segmentation of the sample into different group, identifying the main antecedents for both types of response behaviour. Results conclude that very dissatisfied consumers perceiving low success probability in their complaining behaviour tend to develop more private responses. Moreover, consumer developing complaining behaviours develop more private responses that those ones that do not complain.