Engaging in complaint behaviour: An Indonesian perspective

ISSN： 0263-4503

Source： Marketing Intelligence & Planning, Vol.22, Iss.4, 2004-06, pp. : 407-426

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Abstract

This paper investigates the various factors affecting consumer complaint behaviour in Indonesia. The main objective is to determine the various demographic variables and to profile complainers and non-complainers with regard to psychographic variables, attitudes towards businesses in general, product attributes and attribution of blame. It provides a comprehensive comparison with the other studies in the literature which were mainly conducted in Northern America and Europe. The research suggests that complainers in Indonesia had a higher level of income and education. Complainers tended to exhibit greater self-confidence and individualistic characters. They were more willing to take risk and had a positive attitude toward complaining. Consumers were more likely to complain when the unsatisfactory product was expensive, and used frequently and over a long time. In addition, complainers were more inclined to make a complaint when they blamed sellers and manufacturers for their bad purchase experiences. It was also noted that both complainers and non-complainers possessed poor attitudes towards businesses in general. Managerial implications are discussed.