Causes and consequences of consumer dissatisfaction with external attributions
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Published
18-09-2018
Beatriz Moliner Velázquez
María Fuentes Blasco
Abstract
This paper deals with the process of how consumer dissatisfaction is formed, both from a cognitive and an affective perspective, and also with how it translates into complaint behavior intentions. Our main objective is, on the one hand, to gain an insight into the effect that the disconfirmation of expectations has on dissatisfaction judgments, not only directly, but also indirectly through negative affects. On the other hand, we intend to analyze the influence these judgments exert on complaint behavior intentions, which can develop into complaint responses, third party responses, or private responses. From a sample of customers who have experienced an unsatisfactory situation with a restaurant and show different external attribution level, we have put forward a causal model to study the causal relationships. The results confirm a direct effect of disconfirmation on dissatisfaction and on affects, a direct effect of that dissatisfaction on complaint behaviour intentions and there are not significant differences according to external attribution level. The findings suggest management implications and future research.
How to Cite
Moliner Velázquez, B., & Fuentes Blasco, M. (2018). Causes and consequences of consumer dissatisfaction with external attributions. Cuadernos De Gestión, 11(1), 37–58. https://doi.org/10.5295/cdg.100165bm
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Keywords
Dissatisfaction, disconfirmation, affects and complaining behaviour
References
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BAGOZZI, R. (1994): “Structural Equation Model in Marketing Research”, Basic Principles, Principles of Marketing Research. Blackwell Publishers, Oxford.
BAGOZZI, R.P.; GOPINATH, M. y NYER, P.U. (1999): “The Role of Emotions in Marketing”, Journal of the Academy of Marketing Science, Vol. 27, No. 2, pp. 184-206.
BARON, R.M. y KENNY, D.A. (1986): “The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations”, Journal of Personality and Social Psychology, Vol. 51, No. 6, pp. 1173-1182.
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BIGNÉ, J.E. y ANDREU, L. (2002): “Análisis de la satisfacción en la experiencia del consumidor: una aplicación en museos interactivos”, XIV Encuentro de Profesores Universitarios de Marketing, Granada, septiembre, pp. 497-510.
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BOWEN, D. (2001): “Antecedents of consumer satisfaction and dissatisfaction (CS/D) on long haul inclusive tours: a reality check on theoretical considerations”, Tourism Management, Vol. 22, No. 1, pp. 49-61.
CADOTTE, E.R.; WOODRUFF, R.B. y JENKINS, R.L. (1987): “Expectations and norms in models of consumer satisfaction”, Journal of Marketing Research, Vol. 24, pp. 305-314.
CASADO, A.B.; MAS, F. y AZORÍN, A. (2004): “Atribución, satisfacción, calidad percibida e intención de conducta en encuentros de servicio fracasados”, Revista Europea de Dirección y Economía de la Empresa, Vol. 13, No. 1, pp. 45-62.
CHEBAT, J.C. y MICHON, R. (2003): “Impact of ambient odors on mall shoppers’ emotions, cognition and spending”, Journal of Business Research, Vol. 56, No. 7, pp. 529-539.
CHOI, K.; CHO, W.H.; LEE, S.; LEE, H. y KIM, C. (2002): “The relationship among quality, value, satisfaction and behavioral intention in health care provider choice: a South Korean study”, Journal of Business Research, Vol. 57, No. 8, pp. 913-921.
EKINCI, Y.; DAWES, P.L. y MASSEY, G.R. (2008): “An extended model of the antecedents and consequences of consumer satisfaction for hospitality services”, European Journal of Marketing, Vol. 42, No. 1/2, pp. 35-68.
EREVELLES, S. y LEAVITT, C. (1992): “A comparison of current models of consumer satisfaction/dissatisfaction”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 5, pp. 104-114.
ESTEBAN, A.; MILLÁN, A. y MARTÍN-CONSUEGRA, D. (2002): “Análisis de la satisfacción en los servicios de los supermercados desde la perspectiva de los consumidores y detallistas”, XIV Encuentro de Profesores Universitarios de Marketing, Granada, pág. 481-496.
FOLKES, V.S. (1984): “Consumer reactions to product failure: an attributional approach”, Journal of Consumer Research, Vol. 10, pp. 398-409.
GIESE, J.L. y COTE, J.A. (2000): “Defining consumer satisfaction”, Academy of Marketing Science Review, Vol. 1, pp. 1-34.
HAIR, J.F.JR.; ANDERSON, R.E; TATHAM, R.L. y BLACK, W.C. (1999): Análisis Multivariante. 5ª Ed. Prentice Hall, Londres.
INSTITUTO NACIONAL DE CONSUMO (2007): Consultas y reclamaciones en las organizaciones de consumidores de ámbito estatal presentes en el consejo de consumidores y usuarios: 2007. www.consumo-inc.es.
IZARD, C.E. (1977): Human Emotions. New York, Plenum Press.
IZARD, C.E. (1991): The Psychology of Emotions. New York: Plenum.
IGLESIAS, V. y VÁZQUEZ, R. (2001): “The moderating Effects of Exclusive Dealing Agreements on distributor Satisfaction”, Journal of Strategic Marketing, Vol. 9, No. 3, pp. 215-231.
JACCARD, J. y WAN, C.K. (1996): Lisrel Approach to Interaction Effects in Multiple Regression. Thousand Oaks, CA: Sage Publications.
JAMES, O. (2007): “Evaluating the expectations disconfirmation and expectations anchoring approaches to citizen satisfaction with local public services”, Journal of Public Administration Research and Theory, Vol. 19, No. 1, pp. 107-123.
JOHNSON, M.D.; ANDERSON, E.W. y FORNELL, C. (1995): “Rational and adaptative performance expectations in a customer satisfaction framework”, Journal of Consumer Research, Vol. 21, pp. 695-707.
JÖRESKOG, K.G. y SÖRBOM, D. (1996): PRELIS 2: User’s Reference Guide. Scientific Software International.
JUN, S.; HYUN, Y.J.; GENTRY, J.W. y SONG, C. (2001): “The relative influence of affective experience on consumer satisfaction under versus negative discrepancies”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 14, pp. 141-153.
KATTARA, H.S.; WEHEBA, D. y EL-SAID O.A. (2008): “The impact of employee behaviour on customers’ service quality perceptions and overall satisfaction”, Tourism and Hospitality Research, Vol. 8, No. 4, pp. 309-323.
LAZARUS, R.S. (1991): Emotion and Adaptation. New York: Oxford University Press.
LILJANDER, V. y STRANDVIK, T. (1997): “Emotions in service satisfaction”, International Journal of Service Industry Management, Vol. 8, No. 2, pp. 148-169.
LIU, R.R. y MCCLURE, P. (2001): “Recognizing cross-cultural differences in consumer complaint behavior and intentions: an empirical examination”, Journal of Consumer Marketing, Vol. 18, No. 1, pp. 54-74.
MAGIDSON, J. (1994): The CHAID Approach to Segmentation Modeling: Chi-Square Automatic Interaction Detection. In Advanced Method of Marketing Research. Ed. R. Bagozzi. Blackwell. Cambridge.
MANO, H. y OLIVER, R.L. (1993): “Assessing the dimensionality and structure of the consumption experience: evaluation, feeling and satisfaction”, Journal of Consumer Research, Vol. 20, pp. 451-466.
MATTILA, A.S. y RO, H. (2007): “Discrete negative emotions and customer dissatisfaction responses in a casual restaurant setting”, Journal of Travel & Tourism Marketing, Vol. 26, No. 2, pp. 120.
MATTILA, A.S. y RO, H. (2008): “Discrete negative emotions and customer dissatisfaction responses in a casual restaurant setting”, Journal of Hospitality & Tourism Research, Vol. 32, No. 1, pp. 89-107.
MAUTE, M.F. y DUBÉ, L. (1999): “Patterns of emotional responses and behavioural consequences of dissatisfaction”, Applied Psychology: An International Review, Vol. 48, No. 3, pp. 349-366.
MAXHAM III, J.G. y NETEMEYER, R.G. (2002): “A longitudinal study of complaining customers’ evaluations of multiple service failures and recovery efforts”, Journal of Marketing, Vol. 66, pp. 57-71.
MAXHAM III, J.G. y NETEMEYER, R.G. (2003): “Firms reap what they sow: the effects of shared values and perceived organizational justice on customer’s evaluations of complaint handling”, Journal of Marketing, Vol. 67, pp. 46-62.
MITTAL, V. y KAMAKURA, W.A. (2001): “Satisfaction, repurchase intent and repurchase behavior: investigating the moderating effect of consumer characteristics”, Journal of Marketing Research, Vol. 38, No. 1, pp. 131-142.
MITTAL, V.; KUMAR, P.J. y TSIROS, M. (1999): “Attribute-level performance, satisfaction and behavioral intentions over time: a consumption-system approach”, Journal of Marketing, Vol. 63, pp. 88-101.
MOREL, K.P.N.; PIESZ, T.B.C. y WILKE, H.A.M. (1997): “Motivation, capacity and opportunity to complain: towards a comprehensive model of consumer complaint behavior”, Advances in Consumer Research, Vol. 24, pp. 464-469.
OH, D.G. (2006): “Complaining intentions and their relationships to complaining behavior of academic library users in South Korea”, Library Management, Vol. 27, No. 3, pp. 168-189.
OLIVER, R.L. (1980): “A cognitive model of the antecedents and consequences of satisfaction decisions”, Journal of Marketing Research, Vol. 17, pp. 460-469.
OLIVER, R.L. (1981): “Measurement and evaluation of satisfaction processes in retail settings”, Journal of Retailing, Vol. 57, No. 3, pp. 25-48.
OLIVER, R.L. (1993): “Cognitive, affective and attribute bases of the satisfaction response”, Journal of Consumer Research, Vol. 20, pp. 418-430.
OLIVER, R.L. y DESARBO, W.S. (1988): “Response determinants in satisfaction judgements”, Journal of Consumer Research, Vol. 14, pp. 495-507.
OLIVER, R.L.; RUST, R.T. y VARKI, S. (1997): “Customer delight: foundations, findings and managerial insight”, Journal of Retailing, Vol. 73, No. 3, pp. 311-336.
ONYEASO, G. (2007): “Are customers’ dissatisfaction and complaints behaviours positively related? Empirical tests. Journal of American Academy of Business, Vol. 11, No. 1, pp. 18-24.
ORTONY, A.; CLORE, G.L. y COLLINS, A. (1988): The Cognitive Structure of Emotions. Cambridge: Cambridge University Press.
PHAU, I. y SARI, R.P. (2004): “Enganging in complaint behaviour”, Marketing Intelligence & Planning, Vol. 22, No. 4, pp. 407-426.
PRAKASH, V. (1991): “Intensity of dissatisfaction and consumer complaint behaviors”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 4, pp. 110-122.
ROCH, C.H. y POISTER, T.H. (2006): “Citizens, accountability, and service satisfaction”, Urban Affaire Review, Vol. 41, pp. 292–308.
ROOS, I. (2002): “Methods of investigating critical incidents”, Journal of Service Research, Vol. 4, No. 3, pp. 193-204.
SINGH, J. (1990): “Voice, exit and negative word-of-mouth behaviors: an investigation across three service categories”, Journal of the Academy of Marketing Science, Vol. 18, No. 1, pp. 1-15.
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