Cross-national differences in complaint behavior: cultural or situational?


Blodgett J. G. , Bakir A., Mattila A. S. , TRUJİLLO A., QUİNTANİLLA C., Elmadag A. B.

JOURNAL OF SERVICES MARKETING, vol.32, no.7, pp.913-924, 2018 (Journal Indexed in SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 32 Issue: 7
  • Publication Date: 2018
  • Doi Number: 10.1108/jsm-12-2017-0413
  • Title of Journal : JOURNAL OF SERVICES MARKETING
  • Page Numbers: pp.913-924

Abstract

Purpose Previous research indicates that dissatisfied consumers in other countries react differently as compared to those in the USA, due to their cultural orientation. These studies, however, have not recognized that retail policies (regarding returns and exchanges) in the USA are much more liberal and consumer friendly than in other parts of the world, and thus it is possible that their conclusions are flawed. The purpose of this study, therefore, was to determine the extent to which cross-national differences in complaint behavior are due to cultural vs situational factors.