Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

Customer Complaining Behavior (CCB) 
CCB is generally considered to be a set of multiple responses arising out of purchase dissatisfaction (Singh, 
1988). Several different responses, ranging from doing nothing to taking legal action, can result from a dissatisfying 
encounter (Huang, Huang and Wu, 1996). Complaint responses are generally considered to fall into two broad 
categories; behavioral and non behavioral. Behavioral responses consist of any or all customer action that convey an 
expression of dissatisfaction (Landon, 1977). Non-behavioral responses, such as, when the consumer forgets about a 
dissatisfying episode and does nothing, are also considered as a legitimate CCB response (Day and Landon, 1977). 
Singh (1988) noted that some people choose behavioral responses whereas others elect non-behavioral responses in 
relatively similar dissatisfying episodes.
A review of literature suggests that complaint options may range from seeking redress to contacting third 
parties. According to Zeithaml et al (1996) certain behaviors signal that customers are forging bonds with a 
company. These include expressing preference for the company over others, increase the volume of their purchase, 
saying positive things about the company to others and remaining loyal to the company. There are also certain 
behaviors signaling that customers are poised to leave the company or spend less with the company (Zeithaml et al., 
1996, p.34). These behaviors include complaining to staff, friends or external agencies and contemplation of 
switching to another company. Solnick and Hemenway (1992) observe that voice and exit can be substitutes for 
each other, they often occur together. From the managerial point of view; however, any action that gives the 
company an opportunity to become aware of the problem and subsequently restore satisfaction can be perceived as a 
favorable behavior (Yuksel, Kilinc and Yuksel, 2006).