Juhl, Hans Jørn6; Poulsen, Carsten Stig4; Thøgersen, John7
1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 Marketing and Sustainability, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Economics and Business Economics, Aarhus BSS, Aarhus University4 unknown5 Department of Management, Aarhus BSS, Aarhus University6 Department of Economics and Business Economics, Aarhus BSS, Aarhus University7 Department of Management, Aarhus BSS, Aarhus University
The purpose of this paper is twofold. Firstly we present in a non-technical form some of the measurement problems involved in interpreting consumer complaint data and secondly we provide some empirical results based upon a complaint study carried out in Denmark in 2002. Several measurement models are developed, ranging from the Rasch model via latent structure analysis with several correlated latent variables to suggestions about a comprehensive framework, combining Fishbein-Ajzen's Theory of Planned Behaviour and latent trait models. The empirical results show that the propensity to complain in Denmark is unchanged from 1978 to 2002.
Klagetilbøjelighed; Danmark; Rasch model; Theory of Planned Behaviour; Propensity to complain; Denmark