Complaint behaviour of Malaysian consumers

Abstract

Purpose To examine the post dissatisfaction behaviour of Malaysian consumers vis‐à‐vis their complaint behaviour and defection. Specifically, the relationship between public complaint behaviour (i.e. complaining to the organization), private complaint behaviour (complaining to family members and friends without a word to the organisation) and customer defection were considered. The research also investigates the moderating effect of gender and income in this relationship. Design/methodology/approach Consisted of a survey of 218 randomly selected customers of banks in Malaysia. Findings shows that both public and private complaints are associated with defection, albeit the determinant strength of private complaint is more robust. These findings are generic as there is no gender‐moderated effect. However, income moderates the private complaint‐defection relationship. Lower income customers are more likely to defect without a word to the bank than higher income Malaysian bank customers. Practical implications Emphasises that an apparant each of complaints doesn’t mean that all is well. Also, stresses the need for encouraging complaints from customers and a system to hand complaints. Originality/value Income levels may affect a customers expression of dissatisfaction.

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