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Consumer complaint behaviour in telecommunications: The case of mobile phone users in Spain

Author

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  • Garín-Muñoz, Teresa
  • Pérez-Amaral, Teodosio
  • Gijón, Covadonga
  • López, Rafael

Abstract

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.

Suggested Citation

  • Garín-Muñoz, Teresa & Pérez-Amaral, Teodosio & Gijón, Covadonga & López, Rafael, 2016. "Consumer complaint behaviour in telecommunications: The case of mobile phone users in Spain," Telecommunications Policy, Elsevier, vol. 40(8), pages 804-820.
    • Handle: RePEc:eee:telpol:v:40:y:2016:i:8:p:804-820
    DOI: 10.1016/j.telpol.2015.05.002
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    1. J. Scott Long & Jeremy Freese, 2006. "Regression Models for Categorical Dependent Variables using Stata, 2nd Edition," Stata Press books, StataCorp LP, edition 2, number long2, March.
    2. Andreasen, Alan R, 1985. "Consumer Responses to Dissatisfaction in Loose Monopolies," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(2), pages 135-141, September.
    3. Gilly, Mary C & Gelb, Betsy D, 1982. "Post-Purchase Consumer Processes and the Complaining Consumer," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 323-328, December.
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    1. Uner, M.Mithat & Guven, Faruk & Cavusgil, S.Tamer, 2020. "Churn and loyalty behavior of Turkish digital natives: Empirical insights and managerial implications," Telecommunications Policy, Elsevier, vol. 44(4).
    2. Guven, Faruk, 2018. "Churn and loyalty behaviour of Turkish digital natives," 29th European Regional ITS Conference, Trento 2018 184943, International Telecommunications Society (ITS).

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