The Factors that Curb the Propensity to Complain in Consumers

By Muhammad Suhail Nazar, Muhammad Zafar Yaqub and Shazia Kanwal.

Published by The Organization Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

It has been argued that a higher propensity to complain in
the customers and a lower degree of complaints-aversion in a
firm/vender is important for the success of these business
enterprises. The firms need to establish efficient systems
and create a supportive climate to facilitate the consumers
in registering complaints and then make sincere efforts to
effectively resolve them so as to earn and/or re-earn the
loyalty of the (dis-satisfied) consumers. This paper
outlines and discusses the factors that lower down the
propensity to complain in the consumers. The authors have
classified these antecedents into controllable and
uncontrollable factors. The controllable factors have
further been sub-divided into the product-specific and the
vender-specific factors whereas the uncontrollable/consumer
related factors are subdivided into personal factors,
demographic factors, sociological factors and psychological
factors. Finally, all these factors are synthesized into the
NYK Model of the consumers’ complaining behavior.

Keywords: Complaints, Retailing, Propensity to Complain, Consumer Behavior

International Journal of Knowledge, Culture and Change Management, Volume 10, Issue 1, pp.361-372. Article: Print (Spiral Bound). Article: Electronic (PDF File; 1.315MB).

Muhammad Suhail Nazar

Department of Management Sciences, The Islamia University of Bahawalpur, Bahawalpur, Punjab, Pakistan

Muhammad Suhail Nazar is Assistant Professor in the Department of Management Sciences, The Islamia University of Bahawalpur, Pakistan. NAZAR did his BSc. (Hons.) in Agricultural Entomology from University of Agriculture, Faisalabad in 1985. NAZAR served in Sales & Marketing department of ICI Pakistan Ltd for five years and of DuPont Pakistan Limited for seven years. NAZAR earned his MBA in Marketing from The Islamia University of Bahawalpur in 2000 and LLB Degree from Bahauddin Zakariya University, Multan, Pakistan in 2006.

Dr. Muhammad Zafar Yaqub

Center for Business Studies, University of Vienna, Vienna, Wien, Austria

Muhammad Zafar Yaqub is a doctoral scholar at University of Vienna, Austria. He received his Master degree in Business Administration (with distinction) from Bahauddin Zakariya University, Multan in 1995. Afterwards, he received his Master degrees in Economics (1999), and Political Science (2005) from The Islamia University of Bahawalpur. He is serving as Assistant Professor of Management Sciences in The Islamia University of Bahawalpur.

Shazia Kanwal

Durham Business School, Durham University, Durham, UK

Shazia Kanwal is a student of MA Human Resource Management program leading to PhD. in Durham University,Durham, UK. Kanwal earned her Master degree in Business Administration and Economics from The Islamia University of Bahwalpur in 2007 and 2004 respectively.She has experience of working as an Assistant Registrar in The Islamia University of Bahawalpur

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