Jones, McLeary and Lepisto, in "Consumer Complaint Behavior Manifestations for Table Service Restaurants..." ,
originally published in the Journal of Hospitality & Tourism Research (V.26 #2 May 2002), identified baby boomers with children as the predominant demographic concerned in word of mouth (wom) complaint. They state:
"The results show these individuals to be under greater psychological stress than those in the other two groups (not likely to complain, complain to anyone), as well as less price conscious and less susceptible to interpersonal influence...(p.105)"
While one peer reviewed research study may be less preferential to 3 or 4, my experiences in consumer complaint behavior and stress seem to be reinforced by Jones et al. I would add that from my experience, I theorize that stress management may be the additional product or experience that many customers and clients are seeking through complaint. In other words, I think complaint may not be based at times on quality of product, or quality of service, but on the attempt to manage stress through a marketplace interaction.
If I have stress over my workday, kids, a holiday spent with a destination town full of other people competing for the same events and services as me, I might be more likely to act out on the server, bellperson, guest services agent, manager, restaurant, hotel or resort, reguardless of whether the product or service is up to quality or not, because I need to vent, and the products and services out there are not going to satisfy that need. Complaint will allow me to vent on something symbolic.
I believe the third unstated role of every service industry worker, after offering quality of product and service, is to offer a trained, informed response to stress voiced through complaint. Jones et al suggests this is also significant to customer loyalty.
If you have research to the contrary, or research that backs this up, please post a reference to that research. Meanwhile, what have been your experiences, and what is your perception of the stress-complaint link?
Thursday, November 8, 2007
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