Content area
Abstract
Some of the gaps regarding the classification of dissatisfied consumers in previous literature are addressed. In particular, the research focuses on: 1. identifying consumer groupings with unique response styles, 2. validating the obtained typology with behavior data, and 3. profiling the characteristics of the obtained groups. Four different questionnaires were developed, and a random sample of 4,000 households were asked to preselect themselves. Cluster analysis was used, and 4 consumer clusters with distinct response styles emerged - passives, voicers, irates, and activists. Internal validity analysis, by using a hold-out sample, and external validity check, using actual complaint behaviors, support the proposed typology. Of the 4 distinct styles identified, voicers is the most favorable from the retailer's perspective because they do not engage in negative word-of-mouth nor do they switch patronage. Retailers could use the results to: 1. assess the distribution of the 4 styles among their customers, and 2. institute programs to make the voicer style a more attractive option.