Consumers' complaining behavior. An exploratory research

摘要

Nowadays company's profitability and viability depend considerably by the way that this company administrates its clients' satisfaction and especially dissatisfied experiences (Catoiu, Bolog 2006). The dissatisfied clients will tell to other clients about their negative experience, they will change their attitude about the product or service; they will register their complaint that will affect in a negative way the company's image and the company's products' perception. The authors of this article want to contribute to the improvement of the complaining behavior of the dissatisfied clients, considering the fact that in our country researchers in this area are modest, hi this purpose it was developed a pilot survey which objectives were referring to building a socio-demographical profile of the consumer that register complaining. Data gathered and analyzed from an 112 persons sample living in Alba Iulia, lead to the conclusion that the majority are recording their complaints when are dissatisfied by a product or a service, no matter their gender, they have high monthly incomes, they have a high education level or are private entrepreneurs, and they are young. The accomplished research represents a theoretical and empirical background of a future research that will contribute to a better understanding in this area.