The emotional influence on satisfaction and complaint behavior in hedonic and utilitarian services

Purpose Greater attention should be paid to the emotional aspects of the service experience. In this context, this paper aims to propose that emotions will have a different impact on customers’ complaint behavior and satisfaction depending on the hedonic or utilitarian nature of the service and for this purpose a valence-based approach is followed. Design/methodology/approach A sample of 809 service users was analyzed through multi-group structural equation modeling, including both hedonic (bars and cafeterias, n = 210) and utilitarian services (bank and public transportation services, n = 599). Findings Research findings show the different influence of emotions on customers’ complaint behavior and satisfaction depending on the service nature. Further, the negative affect does not influence behavioral outcomes in hedonic services, whereas positive affect exerts a slight lower influence in utilitarian services. Finally, the service nature plays a moderating role in the emotions–satisfaction and emotions–complaint behavior relationship. Originality/value This research shows the important role of the service nature, reporting different results for hedonic and utilitarian services in the influence of emotions in behavioral outcomes.

The Effects of Intragroup Guanxi Interaction on Customers’ Intentions to Complain

This study examined the impacts of intragroup guanxi interaction on customers’ complaint behavior following service failure on a group tour. Based on the guanxi literature and social support theory, two dimensions of intragroup guanxi interaction were identified, and their effects on customers’ intentions to complain were examined. The moderating effects of group size and relational distance were also assessed. Three experimental studies were conducted to test the proposed hypotheses. Findings revealed that instrumental guanxi interaction and emotional guanxi interaction among tour group members both positively influenced travelers’ intentions to complain, and the impact of emotional guanxi interaction was greater than that of instrumental guanxi interaction. Moreover, the effects of intragroup guanxi interaction on group customers’ intentions to complain were stronger for larger groups and for groups with closer relational distance. This study contributes to the literature on group service failure and customers’ complaint behavior from an Eastern cultural perspective.

Exploring Gender Differences in Complaint Behavior of Millennial Consumers

Understanding and managing consumer's complaint behavior (CCB) is incredibly essential in the competitive business environment. This paper aims to investigate whether male and female millennial consumers differed in their complaint behavior and its aftermath. The study examines the moderation effect of gender on millennial's complaint behavior. The researchers distributed a total of 430 questionnaires to millennial consumers who have experienced a dissatisfaction episode within 12 months. The results show that gender was significantly associated with millennial's complaint behavior. These findings are generic across sex-type. This paper discusses the theoretical and managerial implications of the findings.Keywords: Millennials; complaint behavior; gender; sex-typeeISSN: 2398-4287 © 2020. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open access article under the CC BYNC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia.DOI: https://doi.org/10.21834/e-bpj.v5i13.1952