The impact of perceived discrimination on customers complaining intention with the mediating role of customer angry and the moderating role of reaction power

Document Type : Original Article

Authors

1 Assistant Professor, Department of Management, Faculty of Economics and Management, University of Tabriz, Tabriz, Iran.

2 Master of MBA, Faculty of Economics and Management, University of Tabriz, Iran.

10.22034/cbsj.2023.62915

Abstract

Managing customer complaints and gaining their satisfaction is one of the most important concerns of business managers in the field of customer relationship management. Therefore, the purpose of this study was to investigate the effect of perceived discrimination on complaining intention with the mediating role of customer anger and the moderating role of customer reaction power. This research is applied in terms of purpose and is one of the few studies. The statistical population of the study included customers of famous restaurants in Tabriz that the available random sampling method was used for sampling. Data collection in this study was done through a questionnaire. On the other hand, the research hypotheses were tested by structural equation modeling using SPSS and SmartPLS software to analyze the data. The results of this study showed the effect of customer angry was perceived as a mediating variable between discrimination and complaining intention was confirmed. On the other hand, the moderating role of the reaction power variable in the relationship between customer angry and complaining intention was not significant. Finally, this study can help business managers to identify the backgrounds that affect customer complaints and enable them to understand the factors that cause customer complaints to prevent it from occurring and increase their profits by gaining their satisfaction.

Keywords

Main Subjects

References

 
Aggarwal, A. (2021). Recipe for a Great Customer Experience: The Three Voices – Voice of Customer (VoC), Voice of Employee (VoE) and Voice of Process (VoP)", Popli, S. and Rishi, B. (Ed.) Crafting Customer Experience Strategy. Emerald Publishing Limited, Bingley. 65-90.
Bashshur, M.R., & Oc, B. (2015). When voice matters: A multilevel review of the impact of voice in organizations. Journal of Management, 41(5), 1530-1554.
Bougie, R., Pieters, R., & Zeelenberg, M. (2003). Angry customers don’t come back, they get back: the experience and behavioral implications of anger and dissatisfaction in services. Journal of the Academy of Marketing Science, 31(4), 377-393.
Brumbaugh, A.M., & Rosa, J.A. (2009). Perceived discrimination, cashier metaperceptions, embarrassment, and confidence as influencers of coupon use: An ethnoracial-socioeconomic analysis. Journal of Retailing, 85(3), 347-362.
Butelli, S. (2007). Consumer Complaint Behavior (CCB): A Literature Review, Northumbria University, Last revised, 5, 1-30.
DePelsmacker, P., van Tilburg, S., & Holthof, C. (2018). Digital marketing strategies, online reviews and hotel performance. International Journal of Hospitality Management, 72, 47-55.
Dover, T.L., Major, B., Kunstman, J.W., & Sawyer, P.J. (2015). Does unfairness feel different if it can be linked to group membership? Cognitive, affective, behavioral and physiological implications of discrimination and unfairness. Journal of Experimental Social Psychology, 56, 96-103.
Duhachek, A., & Iacobucci, D. (2005). Consumer Personality and Coping: Testing Rival Theories of Process. Journal of Consumer Psychology, 15, 52-63.
Feiz, D., Bagheri Garbollagh, H., & Radfar, S. (2018). Examining the factors affecting on customer complaint behavior: with the mediator role of post-purchase regret in the fashion clothing Industry. New Marketing Research Journal, 8(2), 199-216. (In Persian)
Folkman, S., Lazarus, R.S., Dunkel-Schetter, C., DeLongis, A., & Gruen, R.J. (1986). Dynamics of a stressful encounter: Cognitive appraisal, coping, and encounter outcomes. Journal of Personality and Social Psychology, 50(5), 992-1003.
Fouladgar, H., & Saghaie, A. (2019). Investigating the relationship between customer satisfaction and customer complaints and trust in the municipality of Tehran. RiCeST Scholary Journal Management Portal, 59(18), 147-158. (In Persian)
Funches, V. (2011). The consumer anger phenomena: causes and consequences. Journal of Services Marketing, 25(6), 420-428.
Ghaheri, S., & Lotfizadeh, M. (2018). Investigating some of the complaints behaviors of hospital clients and their related factors (Case study: Centers of Social Security Organization of Qom Province). Social Security Journal, 14(3), 135-156. (In Persian)
Heider, F. (2013). The Psychology of Interpersonal Relations. Psychology Press, Hove, United Kingdom.
Hoseini Amiri, S.M., Emamfar, M., & Barshod, A. (2012). Investigating the role of information support in reducing the consequences of customers' anger and frustration after experiencing service failure (Case study: Babolsar accommodation hotels). Management (Researcher), 9(28). 11-24. (In Persian)
Hosseini, S.S., Karami, A., & Nikkhah, Y. (2018). Structural equation modeling with SmartPLS V3: The approach to thesis writing and essay writing. First Edition, Tehran: Andisheh Fazel Publications. (In Persian)
Hu, Y., & Kim, H.J. (2018). Positive and negative eWOM motivations and hotel customers’ eWOM behavior: does personality matter? International Journal of Hospitality Management, 75, 27-37.
Iqbal, Z., & Grigg, N.P. (2021). Enhancing voice of customer prioritisation in QFD by integrating the competitor matrix.  International Journal of Productivity and Performance Management, 70(1), 217-229.
Jin, L. (2010). Determinants of customers’ complaint intention Empirical study in the context of China’s retail industry. Business Review International, 1(1), 87-99
Kalamas, M., Laroche, M., & Makdessian, L. (2008). Reaching the boiling point: Consumers' negative affective reactions to firm-attributed service failures. Journal of Business Research, 61(8), 813-824.
Komunda, M.B. (2013). Customer complaints behaviour, service recovery and behavioural intentions: Literature review. International Journal of Business and Behavioral Sciences, 3, 1-29.
Magee, J.C., & Galinsky, A.D. (2008). 8 social hierarchy: The self‐reinforcing nature of power and status. The Academy of Management Annals, 2(1), 351-398.
Malle, B.F., Knobe, J.M., & Nelson, S.E. (2007). Actor-observer asymmetries in explanations of behavior: new answers to an old question. Journal of personality and social psychology, 93(4), 491-514.
Milliken, F.J., Morrison, E.W., & Hewlin, P.F. (2003). An exploratory study of employee silence: Issues that employees don't communicate upward and why. Journal of Management Studies, 40(6), 1453-1476.
Min, H., Lim, Y., & Magnini, V.P. (2015). Factors affecting customer satisfaction in responses to negative online hotel reviews: the impact of empathy, paraphrasing, and speed. Cornell Hospitality Quarterly, 56(2), 223-231.
Min, H.K, Joireman, J., & Kim, H.J. (2019). Understanding why anger predicts intention to complain among high but not low power customers: A test of competing models. Journal of Business Research, 95, 93-102.
Min, H.K., & Joireman, J. (2021). The influence of customer race on perceived discrimination, anger and coping strategies following subtle degradation of restaurant service. International Journal of Contemporary Hospitality Management. 33(3), 994-1014.
Min, H.K., & Kim, H.J. (2019). When service failure is interpreted as discrimination: Emotion, power, and voice. International Journal of Hospitality Management, 82, 59-67.
Mohammadi, E., Rokhide, M., Khamshaya, A., & Fadaei, F. (2020). The mediating role of brand forgiveness in relation to brand transgressions and coping behavior (Bushehr appliance stores). Consumer Behavior Studies Journal, 7(1), 183-201. (In Persian)
Morrison, E.W. (2011). Voice and silence within organizations: literature review and directions for future research. Academy Management. Ann, 5, 373-412.
Nazari, M., & Samizadeh, M. (2019). Evaluation of customers’ perceived fairness of dynamic pricing and its effective factors in hotel industry. New Marketing Research Journal, 8(3), 19-40. (In Persian)
Nguyen, L.T., Dang, M.H., Tat, T.D., & Tran, D.G.T. (2021). Revisiting Customer Complaint Intention: A Case Study of Mobile Service Users in Vietnam. The Journal of Asian Finance, Economics and Business, 8(9), 121-130.
Oh, D.G., (2006). Complaining intentions and their relationships to complaining behavior of academic library users in South Korea. Library Management, 27(3), 168-189
Omidi, M., Aidi, M., & Pourashraf, Y. (2022). Designing a model for B2B customer complaint management in the home appliance industry. Consumer Behavior Studies Journal, 8(4), 251-279. (In Persian)
Parasuraman, R. (1998). Customer Service in Business-to-Business Markets: An Agenda for Research. Journal of Business and Industrial Marketing, 13(5), 309-321.
Rucker, D.D., Galinsky, A.D., & Dubois, D. (2012). Power and consumer behavior: how power shapes who and what consumer value. Journal of Consumer Psychology, 22 (3), 352-368.
Salvatore, J., & Shelton, J.N. (2007). Cognitive costs of exposure to racial prejudice. Psychological Science, 18(9), 810-815.
Samadi, M., Hajipourm B., & Farsizadeh, H. (2008). The Effect of Service Failure and Service Recovery Strategies on customer behavioral. Journal of Business Management, 1(1), 71-86. (In Persian)
Schulman, K.A., Berlin, J.A., Harless, W., Kerner, J.F., Sistrunk, S., Gersh, B.J., Dubé, R., Taleghani, C.K., Burke, J.E., Williams, S., Eisenberg, J.M., & Escarce, J.J. (1999). The effect of race and sex on physicians' recommendations for cardiac catheterization. The New England Journal of Medicine, 340(8), 618-626.
Seo, S., Seo, D., Jang, M., Jeong, J., & Kang, P. (2020). Unusual customer response identification and visualization based on text mining and anomaly detection. Expert Systems with Applications, 144, 113-125.
Shams, S., Shirkhodaie, M., & Deldar, M. (2015). An analysis of customers' complaint behavior and effects of personal characteristics. Journal of Tourism Planning and Development, 4(14), 112-130. (In Persian)
Singh, J. (1989). Determinants of consumers’ decisions to seek third party redress: an empirical study of dissatisfied patients. The Journal of Consumer Affairs, 23 (2), 329–363.
Tajzadeh Namin, A., & Mohaghegh, M. (2014). Students' complaints related to available service in offline and online environments at QIAU. Journal of Development & Evolution Mnagement, 1393(16), 71-81. (In Persian)
Timming, A.R., Baumann, C., & Gollan, P. (2021). Employee voice and perceived attractiveness: are less attractive employees ignored in the workplace? Journal of Participation and Employee Ownership, 4(1), 26-41
Walsh, G. (2009). Disadvantaged consumers’ experiences of marketplace discrimination in services: A conceptual model of antecedents and customer outcomes. Journal of Marketing Management, 25(1-2), 143-169.
Weiner, B. (2012). An attribution theory of motivation. https://doi.org/10.4135/9781446249215.N8 .
Weitzl, W.J., & Hutzinger, C. (2019). Rise and fall of complainants’ desires: the role of pre-failure brand commitment and online service recovery satisfaction. Computers in Human Behavior. doi:10.1016/j.chb.2019.02.029.
Yang, F.X. (2017). Effects of restaurant satisfaction and knowledge sharing motivation on eWOM intentions: the moderating role of technology acceptance factors. Journal of Hospitality & Tourism Research, 41(1), 93-127.
Zarei, A., & Naseri Oshtorani, Z. (2019). The effect of consumer behaviour situation on the behavioral response with the mediation of perceived value and emotional responses (Case study: Consumers of Ladan oil in Tehran city). Consumer Behavior Studies Journal, 5(2), 1-20. (In Persian)
Zhou, L., Liu, J., & Liu, D. (2021). How does discrimination occur in hospitality and tourism services, and what shall we do? A critical literature review. International Journal of Contemporary Hospitality Management, 34(3), 1037-1061.
Consumer Behavior Studies Journal
Volume 10, Issue 4 - Serial Number 1
February 2024
Pages 94-114

Files

Share

How to cite

Statistics