Customer complaining behavior in retailing: An empirical study of young retail customers in Matara district.

Abstract

Customer complaining exerts a significant impact on a retailer. Indeed, a single complaint is a manifestation of a range of problems customers face with the retail experience. Proper prescription and treatment of a complaint lead a retailer towards the accomplishment of his objectives effectively. The importance of complaints to retailing is such that a retailer who designs thoughtful procedures to rectify complaints would be happy when a complaint is voiced. This study investigated the nature and extent of customer complaining behavior in retailing. The main focus of the study was to examine the complaining behavior of the young retail customers in Matara District. Survey method with stratified random sampling was used as the main research method and a structured questionnaire was used to gather data from 80 customers. Survey results revealed that customers make complaints mainly to obtain the restitution. Conversely, the customers were somewhat altruistic and they prefer to make complaints to support retailers to improve the service. However, compared with women, men tend more towards complaining to vent their anger. Mainly, it was recognized that young customers were more inclined towards private actions and comparatively, men were more aggressive than women. There, they switch the retailer, boycott the product/brand and/or spread negative word-of-mouth. Finally, it is notable customers were somewhat passive in taking public actions in the face of a dejected transaction. However, they preferred t_p complain to the retailer first, and then, to the government. They disliked to complain to a thirfi party or to take legal actions against the retailer. Further, it is notable that that young retail customers view complaining as a wastage of their time and effort. They slightly believed that they have knowledge on the complaining processes. The study further highlighted that the young retail customers are not "self blamers".