The Relationship Between Consumer Complaining Behavior and Service Recovery
Ming-Hsiung,Hsu
Johnson & Wales University
Master of Business Administration
HOSP6509
Dr. Min G. Kim
Jan. , 2014

Nowadays, most of consumers could complain merchants when consumers cannot get what they want in their mind. Thus, consumers would develop some negative emotion in their behavior. According to this article, obviously, consumers would affect their cognitive appraisal in personal behavior. However, most of consumers would respond their complaining situations to all merchants after those consumers could adopt some common strategies to solve their complaining problems. Usually, most of consumers might be used four coping strategies: taking no actions, saying negative words from mouth about merchants, directly complaining to service provider, and complaining to a third party. Besides, most of consumers would consider some factors to respond their complaining situations. Especially, most consumers might be considering five major factors to cope their complaining problems. First, consumers would adapt past experiences to deal with similar complaining situations. Second, personality traits could affect consumers’ negotiation with all merchants. Third, emotion controlling might be deciding consumers how responding with all merchants. Fourth, different cultures could impact consumers responding complaining situations. Finally, technology performance would affect all merchants service failure or successful. On the other hand, if merchants face to service failure situations, it could be seriously issues. Thus, merchants have to think about how to deal with this similar service failure problems. Usually, most of merchants would evaluate three reasons to make right strategies after service failure. First, merchants have to deeply understand what happened in, each case. Second, companies use right strategies and steps to solve complaining problems. Finally, merchants also have to consider about international fairness sprites because it could affect company’s image. In this case, it presents complain-handing between merchants and consumers, basically. Thus, most of complain-handing’s concept can follow integrative framework of CCB(Consumer Complaining Behavior) and service recovery perceptions. Plus, if all merchants can adopt CCB(Consumer Complaining Behavior) and service recovery perceptions, as standers. It would help companies to improve complaining situations and service’s defect, immediately. In addition, most of service industries can borrow this ideal to solve consumers’ relationship with all merchants, especially from hospitality angle. Therefore, merchants cannot ignore emotion part because it would affect companies’ business morality image.