Evaluating post purchase consumer complaint behavior in the household appliances market

Abstract

The Consumer based dissatisfaction (Crie, 2003) is just not an outcome of one or newlinetwo consumer driven aspects but an outcome of multiple and related aspects that seem newlineto trigger and lead to onset of dissatisfaction in variable propositions. The consumer newlinedurables consumption and associated dissatisfaction owes a long term relationship newline(Ash, 1978) . The hairline relationship (BCG, 2014) amongst satisfaction- newlinedissatisfaction separates the two characteristic consumer responses to the device newlinemalfunctioning, self-ignorance as well as respective manufacturer response to newlineconsumer grievances. The existing empirical literature on the subject matter newlinecategorizes the triggers as either consumer driven or product driven or non- newlineproduct driven as well as organization driven in nature and scope. Such postulated newline triggers seem to instigate the consumer to feel either satisfied or dissatisfied. Hence newlinethe review of literature essentially identifies the dissatisfaction mindset as an newlineoutcome of consumer driven aspects, product driven attributes and non-product driven newlinepropositions like the organization determined response. The dissatisfaction seems to newlinebe the natural outcome of the consumer based sense making with regard to newlineexperiences(with regard to product usage, with regard to company based handling of newlinecomplaints, with regard to marketer and with regard to self-awareness of device newlineusage). The triggers of consumer dissatisfaction are hence personal, individual newlineoriented, cognitive, perception driven as well as device driven in nature. newline