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Do personality traits predict ‘complaining’ consumers?

Ekinci, Y., Calderon, J. and Siala, H. (2016) Do personality traits predict ‘complaining’ consumers? Journal of Business Environment, 8 (1). p. 32. ISSN 1740-0597

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To link to this item DOI: 10.1504/IJBE.2016.074793


Although the effects of personality traits on complaining behaviour emerged in the early 1980s, there is limited research in the service industry. The purpose of this study is to examine whether consumer personality traits influence intentions to complain and whether product price and product types moderate the relationship between personality traits and intentions to complain in the retail industry. The research model is tested by logistic regression analysis on two groups of consumers who report passive and active complaining intentions. The study reveals that conscientious consumers who are open to new experiences tend to have higher intentions to complain. Being extroverted does not have any influence on complaining behaviour. Whilst price levels (low/high) and product types (grocery, clothing and electronics) improve the predictive ability of the complaining behaviour, the interaction effects relating to the three personality traits are statistically insignificant. Theoretical and managerial implications of the study findings are discussed.

Item Type:Article
Divisions:Henley Business School > Marketing and Reputation
ID Code:52422


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