Effects of complaining versus negative word of mouth on subsequent changes in satisfaction: The role of public commitment

Prashanth U. Nyer · Mahesh Gopinath

126 citations0/0 files storedPsychology and Marketing

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Customer Service Quality and Loyalty Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

This research reviews the motivation for voice behavior by dissatisfied consumers and demonstrates that facilitating complaining behavior results in reduced levels of negative word-of-mouth activity. Support is found for the hypotheses that dissatisfied consumers who complain to the marketer will experience venting-induced reduction in dissatisfaction, and that they will engage in reduced levels of negative word of mouth. On the other hand, dissatisfied consumers who engage in the relatively public act of negative word of mouth become committed to their level of dissatisfaction and hence do not exhibit any subsequent venting-induced reduction in dissatisfaction. The role of public commitment in binding individuals to their prior evaluations is discussed, along with the managerial implications. © 2005 Wiley Periodicals, Inc.

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1990Zero defections: quality comes to services.1970Exit, Voice, and Loyalty 1983Advances in Consumer Research 1993Influence: The Psychology of Persuasion 1998Customer Satisfaction and Word of Mouth 1986Confronting a traumatic event: Toward an understanding of inhibition and disease.1983Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study 1987Defensive Marketing Strategy by Customer Complaint Management: A Theoretical Analysis

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