Motivation for Customer Complaining and Non-Complaining Behaviour Towards Mobile Telecommunication Services

Abstract

Abstract: The study examines customer’s motivation for complaining and non-complaining behaviour towards mobile telecommunication services. The study was a cross-sectional survey involving customers from four mobile telephony operators. A self-administered structured questionnaire was used to collect primary data and it was analysed using SPSS (version 16.0). The findings are that the highest rated motive for complaining is seeking corrective actions, followed by seeking explanation, seeking remedy or redress, seeking apology, expression of emotion or anger and the least motive is seeking compensation or damages. The study also found that, for the reasons for non-complaining, the highest ranked is where it is too late to complain, followed by the perception that nothing will be done about the problem if complained and the least non-complaining motive is fear to complain. Moreover, it was found that age and marital status significantly influence complaining behaviour. Uniquely, the study found rational approach to complaining behaviour in the research context and presents a categorization of factors inducing non-complaining motives. Implications and limitations are discussed. This study contributes to the body of knowledge in the area of consumer complaining behaviour in the context of telephony industry in developing economies.

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