Legitimate and illegitimate consumer complaining behavior: a review and taxonomy
ISSN: 0887-6045
Article publication date: 23 September 2020
Issue publication date: 30 November 2020
Abstract
Purpose
This paper aims to provide an integrative view of the conceptualizations, definitions, antecedents and taxonomies of consumer complaining behavior (CCB). Additionally, the study aims to provide an updated synthesis and classification of both legitimate and illegitimate CCB antecedents, as well as an integrated CCB taxonomy.
Design/methodology/approach
A multi-stage systematic search is conducted and 226 research articles relevant to the scope of the study are analyzed to fulfill the study’s objectives.
Findings
Through an exhaustive aggregation, legitimate and illegitimate CCB antecedents identified in the literature are collated and a classification schema is developed. Deficiencies observed in extant CCB taxonomies are addressed and a refined taxonomy incorporating illegitimate CCB is developed.
Research limitations/implications
The conclusions drawn on the basis of this paper are contingent on the effectiveness of the keyword-based systematic search process that is used to demarcate the extant literature.
Practical implications
This paper suggests a three-pronged approach of differential enabling, legitimacy evaluation and differential management. This holistic perspective aims at enabling firms to design complaint management policies and systems that control fake complaints while maintaining sufficient redress opportunities for genuine dissatisfaction.
Originality/value
The paper proposes an identical classification schema for legitimate and illegitimate CCB antecedents and is the first broad-based attempt to develop an integrated CCB taxonomy.
Keywords
Acknowledgements
The authors would like to thank the Co-Editor Prof. Mark S. Rosenbaum, the Associate Editor Prof. Nicholas J. Ashill, and the three anonymous reviewers for their valuable suggestions and guidance.
Funding: None.
Citation
Arora, S.D. and Chakraborty, A. (2020), "Legitimate and illegitimate consumer complaining behavior: a review and taxonomy", Journal of Services Marketing, Vol. 34 No. 7, pp. 921-937. https://doi.org/10.1108/JSM-12-2019-0490
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited