CONSUMER COMPLAINT BEHAVIOUR : A STUDY BASED ON SINGAPORE CONSUMERS

Abstract

This is a study of consumer complaint behaviour in Singapore. One hundred and eighty-eight respondents at 3 shopping areas participated in the study through self-administered questionnaires. The study investigated various variables related to demographics, psychographics; market factors and product specific factors which influence consumer complaint behaviour. In addition, the types of complaint actions a dissatisfied Singapore consumer is likely to undertake for three different product categories are examined. The study was analyzed in 5 parts. Discriminant analysis and T-tests were used as the main tools of analysis. T-tests were used to test the hypotheses. The discriminant analysis was used to identify the characteristics differentiating the public complainer and the private complainer. Results from the study showed that complainers were younger, more educated and earned a higher income. Moreover, personality variables such as self-confidence, assertiveness and attitudes towards complaining were also found to discriminate between the two groups. Business-related factors such as reputation and responsiveness towards complaints were also important in predicting complaint behaviour. Lastly, price of product was also found to have a direct relationship with complaint behaviour.