![[PDF]](/pb-assets/Icons/adobe-pdf-icon-1498649896243.png){kind=icon}
Abstract
This article explores the factors that influence students’ intention to complain following a bad classroom experience using a customer service framework from the marketing literature. An online survey was conducted with 288 participants using the critical incident approach. Results indicate that predictors of intention to complain differ based on the target of complaint behavior (school, friends, or unknown others) and the mode of complaint (in person or using the web). Specifically, the more dissatisfied students are, the more likely they are to complain to the school and to friends either in person or using the web but not to unknown others. Students complain to the school only if the effort involved is minimal and they believe the school will respond. Students complain to friends and unknown others in person if they feel the school will respond to negative press. Personal characteristics also influence intentions to complain. Students with a propensity to complain broadcast their negative experience via the web, grade conscious students tell their friends but only in person, and heavy social media users inform their friends using the web. Implications for faculty and administrators are discussed.
Keywords students, complain, web, structural equation modeling
References
Section:
|
Alves, H., Raposo, M. (2010). The influence of university image on student behaviour. International Journal of Educational Management, 24, 73-85. Google Scholar | |
|
Anderson, J. C., Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423. Google Scholar | Crossref | ISI | |
|
Appleton-Knapp, S. L., Krentler, K. A. (2006). Measuring student expectations and their effects on satisfaction: The importance of managing student expectations. Journal of Marketing Education, 28, 254-264. Google Scholar | SAGE Journals | |
|
Bagozzi, R. P., Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16, 74-94. Google Scholar | SAGE Journals | |
|
Bagozzi, R. P., Yi, Y., Phillips, L. W. (1991). Assessing construct validity in organizational research. Administrative Science Quarterly, 36, 421-458. Google Scholar | Crossref | ISI | |
|
Baum, S., Ma, J. (2007). Education pays: The benefits of higher education for individuals and society. Retrieved from http://www.collegeboard.com/prod_downloads/about/news_info/trends/ed_pays_2007.pdf Google Scholar | |
|
Baumgartner, H., Homburg, C. (1996). Applications of structural equation modeling in marketing and consumer research: A review. International Journal of Research in Marketing, 13, 139-161. Google Scholar | Crossref | |
|
Bearden, W. O., Mason, J. B. (1984). An investigation of influences on consumer complaint reports. Advances in Consumer Research, 11, 490-495. Google Scholar | |
|
Bearden, W. O., Teel, J. E. (1983). Selected determinants of customer satisfaction and complaint reports. Journal of Marketing Research, 20, 21-28. Google Scholar | SAGE Journals | ISI | |
|
Belén, A. D. R., Vázquez-Casielles, R., Díaz-Martín, A. M. (2009). Satisfaction with service recovery: Perceived justice and emotional responses. Journal of Business Research, 62, 775-781. Google Scholar | Crossref | |
|
Bentler, P. M., Chou, C. (1987). Practical issues in structural modeling. Sociological Methods & Research, 16, 78-117. Google Scholar | SAGE Journals | ISI | |
|
Blodgett, J. G., Anderson, R. D. (2000). A Bayesian network model of the consumer complaint process. Journal of Services Research, 2, 321-338. Google Scholar | SAGE Journals | |
|
Blodgett, J. G., Granbois, D. H., Walters, R. G. (1993). The effects of perceived justice on complainants’ negative word-of-mouth behavior and repatronage intentions. Journal of Retailing, 69, 399-428. Google Scholar | Crossref | ISI | |
|
Blodgett, J. G., Wakefield, K. L., Barnes, J. H. (1995). The effect of customer service on consumer complaining behavior. Journal of Services Marketing, 9(4), 31-42. Google Scholar | Crossref | |
|
Bodey, K., Grace, D. (2006). Segmenting service “complainers” and “non-complainers” on the basis of consumer characteristics. Journal of Services Marketing, 20(3), 178-187. Google Scholar | Crossref | |
|
Bolton, R. N., Drew, J. H. (1991). A multistage model of consumers’ assessments of service quality and value. Journal of Consumer Research, 17, 375-384. Google Scholar | Crossref | |
|
Bunker, M. P., Ball, D. (2009). Consequences of customer powerlessness: Secondary control. Journal of Consumer Behaviour, 8, 268-283. Google Scholar | Crossref | |
|
Bunker, M. P., Bradley, M. S. (2007). Toward understanding customer powerlessness: Analysis of an internet complaint site. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 20, 54-71. Google Scholar | |
|
Chiagouris, L., Lala, V. (2009). Beauty is in the eye of the tech manager: How technology orientation and interactive-media knowledge can drive (or stall) change. Journal of Advertising Research, 49, 328-338. Google Scholar | Crossref | |
|
Chickering, A. W., Gamson, Z. F. (1987). Seven principles for good practice in undergraduate education. American Association of Higher Education Bulletin, 39(7), 3-7. Google Scholar | |
|
Cho, Y., Im, I., Hiltz, R., Fjermestad, J. (2002). The effects of post-purchase evaluation factors on online vs. offline customer complaining behavior: Implications for customer loyalty. Advances in Consumer Research, 29, 318-326. Google Scholar | |
|
College Board . (2009a). Trends in college pricing 2009. Retrieved from http://trends.collegeboard.org/downloads/archives/CP_2009.pdf Google Scholar | |
|
College Board . (2009b). Trends in student aid 2009. Retrieved from http://trends.collegeboard.org/downloads/archives/SA_2009.pdf Google Scholar | |
|
Day, R. L., Grabicke, K., Schaetzle, T., Staubach, F. (1981). The hidden agenda of consumer complaining. Journal of Retailing, 57(3), 86-106. Google Scholar | ISI | |
|
Elliot, K. M. (2003). Key determinants of student satisfaction. Journal of College Student Retention: Research, Theory and Practice, 4, 271-279. Google Scholar | SAGE Journals | |
|
Facebook . (2011). Statistics. Retrieved from http://www.facebook.com/press/info.php?statistics Google Scholar | |
|
Fisk, R. P. (1980). Postchoice evaluation: An equity theory analysis of consumer satisfaction/dissatisfaction with service choices (Doctoral dissertation). Available from Proquest Dissertations and Theses Database. (AAT 8103050). Google Scholar | |
|
Folkes, V. (1984). Consumer reactions to product failure: An attributional approach. Journal of Consumer Research, 10, 398-409. Google Scholar | Crossref | ISI | |
|
Folkes, V., Koletsky, S., Graham, J. L. (1987). A field study of causal inferences and consumer reaction: The view from the airport. Journal of Consumer Research, 13, 534-539. Google Scholar | Crossref | ISI | |
|
Funches, V., Markley, M., Davis, L. (2009). Reprisal, retribution and requital: Investigating customer retaliation. Journal of Business Research, 62, 231-238. Google Scholar | Crossref | |
|
Gerbing, D. W., Anderson, J. C. (1988). An updated paradigm for scale development incorporating unidimensionality and its assessment. Journal of Marketing Research, 25, 186-192. Google Scholar | SAGE Journals | ISI | |
|
Goodwin, C., Ross, I. (1990). Consumer evaluations of responses to complaints: What’s fair and why? Journal of Consumer Marketing, 7(2), 39-47. Google Scholar | Crossref | |
|
Granitz, N. A., Koernig, S. K., Harich, K. (2009). Now it’s personal: Antecedents and outcomes of rapport between business faculty and their students. Journal of Marketing Education, 31, 52-65. Google Scholar | SAGE Journals | |
|
Gremler, D. (2004). The critical incident technique in service research. Journal of Services Research, 7, 65-89. Google Scholar | SAGE Journals | |
|
Gremler, D. D., McCollough, M. A. (2002). Student satisfaction guarantees: An empirical examination of attitudes, antecedents and consequences. Journal of Marketing Education, 24, 150-160. Google Scholar | SAGE Journals | |
|
Halstead, D., Droge, C. (1991). Consumer attitudes toward complaining and the prediction of multiple complaint response. Advances in Consumer Research, 17, 1-7. Google Scholar | |
|
Hamilton, D., Pritchard, R. E., Welsh, C. N., Potter, G. C., Saccucci, M. S. (2002). The effects of using in-class focus groups on student course evaluations. Journal of Education in Business, 77, 329-333. Google Scholar | Crossref | |
|
Hollenbeck, C. R., Zinkhan, G. M. (2006). Consumer activism on the internet: The role of anti-brand communities. Advances in Consumer Research, 33, 479-485. Google Scholar | |
|
Hu, L. T., Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6, 1-55. Google Scholar | Crossref | ISI | |
|
Huppertz, J. W. (2003). An effort model of complaining behavior. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 16, 132-144. Google Scholar | |
|
Iyer, R., Muncy, J. A. (2008). Service recovery in marketing education: It’s what we do that counts. Journal of Marketing Education, 30, 21-32. Google Scholar | SAGE Journals | |
|
Jacobs, R. D. (1996). Cable television subscribers: A comparison of complainers and noncomplainers. Journal of Media Economics, 9(3), 37-49. Google Scholar | Crossref | |
|
Jillapalli, R. K., Wilcox, J. B. (2010). Professor brand advocacy: Do brand relationships matter? Journal of Marketing Education, 32, 328-340. Google Scholar | SAGE Journals | |
|
Jöreskog, K., Sörbom, D. (1999). LISREL 8: User’s reference guide (2nd ed.). Chicago, IL: Scientific Software International. Google Scholar | |
|
Kara, A., DeShields, O. W. (2004). Business student satisfaction, intentions and retention in higher education: An empirical investigation. Marketing Educator Quarterly, 3, 1-5. Retrieved from http://www.marketingpower.com/Community/ARC/gated/Documents/Teaching/MEO/student_satisfaction.pdf Google Scholar | |
|
Keaveney, S. M. (1995). Customer switching behavior in service industries: An exploratory study. Journal of Marketing, 58, 429-452. Google Scholar | |
|
Kim, C., Kim, S., Im, S., Shin, C. (2003). The effect of attitude and perception on consumer complaint intentions. Journal of Consumer Marketing, 20, 352-371. Google Scholar | Crossref | |
|
Kim, K. J., Liu, S., Bonk, C. J. (2005). Online MBA students’ perceptions of online learning: Benefits, challenges and suggestions. Internet and Higher Education, 8, 335-344. Google Scholar | Crossref | |
|
Kline, R. B. (1998). Principles and practices of structural equation modeling. New York, NY: Guilford Press. Google Scholar | |
|
Kolodinsky, J. (1993). Complaints, redress and subsequent purchase of medical services by dissatisfied consumers. Journal of Consumer Policy, 16, 193-214. Google Scholar | Crossref | |
|
Kowalski, R. M. (1996). Complaints and complaining: Functions, antecedents, and consequences. Psychological Bulletin, 119, 179-196. Google Scholar | Crossref | Medline | ISI | |
|
Letcher, D. W., Neves, J. S. (2010). Determinants of undergraduate business student satisfaction. Research in Higher Education Journal, 6(March), 1-26. Google Scholar | |
|
Liao, H. (2007). Performance in customer-perceived justice and customer loyalty after service failures. Journal of Applied Psychology, 92, 475-489. Google Scholar | Crossref | Medline | |
|
Maxham, J. G. . (1998). Service recovery’s influence on complainant attitudes and intentions: A perceived justice framework (Unpublished doctoral dissertation). Louisiana State University, Baton Rouge. Google Scholar | |
|
Maxham, J. G. (2001). Service recovery’s influence on consumer satisfaction, positive word of mouth and purchase intentions. Journal of Business Research, 54, 11-24. Google Scholar | Crossref | |
|
Michalos, A. C., Orlando, J. A. (2006). A note on student quality of life. Social Indicators Research,79, 51-59. Google Scholar | Crossref | |
|
Mittal, V., Huppertz, J. W., Khare, A. (2008). Customer complaining: The role of tie strength and information control. Journal of Retailing, 84, 195-204. Google Scholar | Crossref | ISI | |
|
Morris, S. V. (1988). How many lost customers have you won back today? An aggressive approach to complaint handling in the hotel industry. Journal of Consumer Satisfaction, Dissatisfaction and Complaint Behavior, 1, 86-92. Google Scholar | |
|
Mukherjee, A., Pinto, M. B., Malhotra, N. (2009). Power perceptions and modes of complaining in higher education. The Services Industries Journal, 29, 1615-1621. Google Scholar | Crossref | |
|
myYearbook & Ketchum . (2010). Teen social media influencers wield power online and offline. Retrieved from http://www.prnewswire.com/news-releases/teen-social-media-influencers-wield-power-online-and-offline-94839664.html Google Scholar | |
|
Nyer, P. U., Gopinath, M. (2005). Effects of complaining versus negative word of mouth on subsequent changes in satisfaction: The role of public commitment. Psychology & Marketing, 22, 937-953. Google Scholar | Crossref | ISI | |
|
Oliver, R. (1986). An investigation of the interrelationship between consumer (dis)satisfaction and complaint reports. Advances in Consumer Research, 14, 218-222. Google Scholar | |
|
Oliver, R. L., Swan, J. E. (1989). Consumer perceptions of interpersonal equity and satisfaction in transactions: A field survey approach. Journal of Marketing, 53(2), 21-35. Google Scholar | SAGE Journals | ISI | |
|
Planty, M., Hussar, W., Snyder, T., Provasnik, S., Kena, G., Dinkes, R., . . . Kemp, J. (2008). The condition of education 2008. Washington, DC: National Center for Education Statistics. Google Scholar | |
|
Priluck, R. L. (2003). Relationship marketing can mitigate product and service failures. Journal of Services Marketing, 17(1), 37-52. Google Scholar | Crossref | |
|
Richins, M. L. (1983). Negative word of mouth by dissatisfied customers: A pilot study. Journal of Marketing, 47(1), 68-78. Google Scholar | SAGE Journals | |
|
Roberts, J., Styron, R. (2010). Student satisfaction and persistence: Factors vital to student retention. Research in Higher Education Journal, 6(March), 1-18. Google Scholar | |
|
Seiders, K., Berry, L. L. (1998). Service fairness: What it is and why it matters. Academy of Management Executive, 12(2), 8-20. Google Scholar | |
|
Shank, M. D., Walker, M., Hayes, T. (1996). Understanding professional service expectations: Do we know what our students expect in a quality education? Journal of Professional Services Marketing, 13, 71-89. Google Scholar | Crossref | |
|
Singh, J. (1988). Consumer complaint intentions and behavior: Definitional and taxonomical issues. Journal of Marketing, 52(1), 93-107. Google Scholar | SAGE Journals | ISI | |
|
Singh, J. (1990). Voice, exit and negative word of mouth behaviors: An investigation across three service categories. Journal of the Academy of Marketing Science, 18, 1-15. Google Scholar | SAGE Journals | |
|
Singh, J., Pandya, S. (1991). Exploring the effects of consumers’ dissatisfaction level on complaint behaviours. European Journal of Marketing, 25(9), 7-21. Google Scholar | Crossref | |
|
Singh, J., Wilkes, R. E. (1996). When consumers complain: A path analysis of the key antecedents of consumer complaint response estimates. Journal of the Academy of Marketing Science, 24, 350-365. Google Scholar | SAGE Journals | |
|
Smart, D. T., Kelley, C. A., Conant, J. S. (2003). Mastering the art of teaching: Pursuing excellence in the new millennium. Journal of Marketing Education, 25, 71-78. Google Scholar | SAGE Journals | |
|
Smith, A. K., Bolton, R. N. (1998). An experimental investigation of customer reactions to service failure and recovery encounters: Paradox or peril. Journal of Service Research, 1, 65-81. Google Scholar | SAGE Journals | |
|
Spreng, R. A., MacKenzie, S. B., Olshavsky, R. W. (1996). A reexamination of the determinants of consumer satisfaction. Journal of Marketing, 60(3), 15-32. Google Scholar | SAGE Journals | ISI | |
|
Stephens, N., Gwinner, K. W. (1998). Why don’t some people complain? A cognitive-emotive process model of consumer complaint behavior. Journal of the Academy of Marketing Science, 26, 172-189. Google Scholar | SAGE Journals | ISI | |
|
Su, C., Bao, Y. (2001). Student complaint behavior based on power perceptions: A taxonomy. Services Marketing Quarterly, 22(3), 43-55. Google Scholar | Crossref | |
|
Swan, J. E., Trawick, I. F. (1981). Disconfirmation of expectations and satisfaction in retail service. Journal of Retailing, 57(3), 49-67. Google Scholar | |
|
Tax, S. S., Brown, S. W., Chandrashekaran, M. (1998). Customer evaluations of service complaint experiences: Implications for relationship marketing. Journal of Marketing, 62(2), 60-76. Google Scholar | SAGE Journals | ISI | |
|
Teas, R. K. (1993). Expectations, performance evaluation and consumers’ perceptions of quality. Journal of Marketing, 57(4), 18-34. Google Scholar | SAGE Journals | |
|
Voorhees, C. M., Brady, M. K. (2005). A service perspective on the drivers of complaint intentions. Journal of Service Research, 8, 192-204. Google Scholar | SAGE Journals |
