Post Purchase Consumer Complaint Behavior: A Review of Literature

Abstract

The post purchase outcome leads to satisfaction or dissatisfaction many times. Dissatisfaction feelings from a purchase by a customer some time passes through complaints. Complaining by dissatisfied consumers provides businesses with an opportunity to learn of problems and take corrective action. Businesses that understand the roots of consumer complaint behavior can develop effective complaint resolution strategy, which in turn may have a positive impact on customer retention, diminish negative word-of-mouth, and improve bottom line performance. Here, through this paper it was tried to explore the various research outcomes by different authors to have a base for further study in consumer complaint behavior.