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Do personality traits predict 'complaining' consumers?

Author

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  • Yuksel Ekinci
  • Joana Calderon
  • Haytham Siala

Abstract

Although the effects of personality traits on complaining behaviour emerged in the early 1980s, there is limited research in the service industry. The purpose of this study is to examine whether consumer personality traits influence intentions to complain and whether product price and product types moderate the relationship between personality traits and intentions to complain in the retail industry. The research model is tested by logistic regression analysis on two groups of consumers who report passive and active complaining intentions. The study reveals that conscientious consumers who are open to new experiences tend to have higher intentions to complain. Being extroverted does not have any influence on complaining behaviour. Whilst price levels (low/high) and product types (grocery, clothing and electronics) improve the predictive ability of the complaining behaviour, the interaction effects relating to the three personality traits are statistically insignificant. Theoretical and managerial implications of the study findings are discussed.

Suggested Citation

  • Yuksel Ekinci & Joana Calderon & Haytham Siala, 2016. "Do personality traits predict 'complaining' consumers?," International Journal of Business Environment, Inderscience Enterprises Ltd, vol. 8(1), pages 32-42.
    • Handle: RePEc:ids:ijbenv:v:8:y:2016:i:1:p:32-42
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    Cited by:

    1. Qaiser Rashid Janjua, 2017. "Service Failures and Consumer Responses: Exploring the Antecedents of Consumer Dissatisfaction and Propensity to Complain," Business & Economic Review, Institute of Management Sciences, Peshawar, Pakistan, vol. 9(4), pages 23-48, December.
    2. Kiju Jung & Ellen Garbarino & Donnel A. Briley & Jesse Wynhausen, 2017. "Blue and Red Voices: Effects of Political Ideology on Consumers’ Complaining and Disputing Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 477-499.

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