Juhl, Hans Jørn7; Thøgersen, John8; Poulsen, Carsten Stig6
1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Marketing and Sustainability, Aarhus School of Business, Aarhus BSS, Aarhus University4 Department of Economics and Business Economics, Aarhus BSS, Aarhus University5 Department of Management, Aarhus BSS, Aarhus University6 Aalborg University7 Department of Economics and Business Economics, Aarhus BSS, Aarhus University8 Department of Management, Aarhus BSS, Aarhus University
The purpose of this paper is twofold. First we present some of the measurement problems involved in interpreting consumer complaint data. Second we provide some unique longitudinal results on complaint propensity documenting that, in spite of a doubling of the number of cases submitted to the Danish National Complaints Board, the propensity to complain in Denmark has not increased in the past 25 years. We conclude by discussing how the analysis could be extended from merely describing to explaining the variation in propensity to complain across consumers.
Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 2006, Vol 19, p. 118-127