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

22 Citations (Scopus)

Abstract

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
Volume36
Issue number9
DOIs
Publication statusPublished - Dec 1 2008
Externally publishedYes

Fingerprint

Personality
Internal-External Control
Regression Analysis
Consumer Behavior
Surveys and Questionnaires

Keywords

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

ASJC Scopus subject areas

  • Social Psychology

Cite this

The role of personality traits in online consumer complaint behavior and service recovery expectation. / Huang, Jen Hung; Chang, Chiao Chen.

In: Social Behavior and Personality, Vol. 36, No. 9, 01.12.2008, p. 1223-1232.

Research output: Contribution to journalArticle

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