The role of personality traits in online consumer complaint behavior and service recovery expectation

Jen Hung Huang, Chiao Chen Chang

Research output: Contribution to journalArticle

25 Citations (Scopus)


To date, the literature on service failure and recovery has tended to be focused on bricks-and-mortar stores. In this study the relationships among service failures, consumer complaint behaviors, and service recovery expectations in an online setting were investigated. Data were collected from 252 respondents in a questionnaire survey. Results of multiple regression analysis show that personality traits in terms of Type A and locus of control may moderate the relationships among e-service failures, consumer complaint behaviors, and service recovery expectations. When e-service failures occur, Type A and internally oriented consumers engage in aggressive complaint behaviors and expect high service recovery efforts. Conversely, Type B and externally oriented consumers tend to tolerate e-service failures and refrain from complaining. Finally, theoretical and managerial implications are discussed.

Original languageEnglish
Pages (from-to)1223-1232
Number of pages10
JournalSocial Behavior and Personality
Issue number9
Publication statusPublished - Dec 1 2008
Externally publishedYes



  • Complaint behavior
  • E-service failure
  • Locus of control
  • Service recovery
  • Type A

ASJC Scopus subject areas

  • Social Psychology

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