Segmenting service “complainers” and “non‐complainers” on the basis of consumer characteristics

Purpose – This study examines service “complainers” and “non‐complainers” on the basis of four personality characteristics (perceived control, Machiavellianism, self‐efficacy, self‐monitoring) and attitude toward complaining. Design/methodology/approach – This study employed a quantitative methodology. Data were gathered via self‐report survey to a sample of 200 university students. Findings – The results indicate that attitude toward complaining, perceived control and self‐monitoring were significant discriminating variables between “complainers” and “non‐complainers”. Other variables tested such as self‐efficacy and Machiavellianism were not significant. Research limitations/implications – The use of a student sample limits the findings beyond this group, however, student samples do tend to be representative of the general buying public. Therefore, it is suggested that the variables studied here should be further examined using a more diverse consumer sample. In addition, the relationship between attitude toward complaining and complaint behavior warrants further investigation, as it appears that this relationship may deviate from the expected attitude‐behavior relationship, particularly where “non‐complainers” are concerned. Practical implications – While the importance of encouraging customer complaints cannot be overstated, it appears, from the findings of this study, that personality traits and attitudes may, in some cases, prohibit customers from engaging in complaint behavior. Therefore, it is imperative that service firms analyse their service provision and complaint processes so that the likelihood of customers complaining in the event of service failure is maximized. Such strategies may well include feedback surveys or service provider/employee evaluation forms, toll free numbers and customer service calls. Originality/value – This paper makes a significant contribution to our understanding of complaint behavior through the exploration of consumer characteristics that have not before been examined within this realm.