What Occurs Once Consumers Complain? A Theoretical Model for Understanding Satisfaction/ Dissatisfaction Outcomes of Complaint Responses

Understanding the source and effects of consumer satisfaction offers significant implications for researchers and practitioners. Although research into satisfaction as an output of consumption experience is growing, studies exploring (dis)satisfaction as an outcome of dissatisfaction responses have been scant. TARP reports suggest that investigating the conditions under which complaints can be converted into satisfaction is critical for enhancing marketing effectiveness. To help guide such an investigation, a theoretical model of processes that underlie the link between consumer complaint responses (CCR) and their subsequent satisfaction/dissatisfaction is proposed. This model is based on extant theories of consumer behaviour, and in particular the confirmation/ disconfirmation of expectations paradigm. We then use the model to help explain empirical research in the area and propose testable hypotheses. Finally, several directions are outlined for programmatic research into this important but neglected area.