In the past, studies on customer complaining behavior have received a considerable attention in the marketing literature. However, despite the extensive research conducted, our understanding on its overall concept is still scarce, over simplified and does not reflect the full spectrum of the subject. Indeed, past research conducted on customer reaction from dissatisfied consumption experience have only focused on certain aspects of behavioural responses such as switch and complain or commonly known as complaining behavior (Singh 1988). It overlooks other possible aggressive response behaviours that might be performed by customers such as retaliation (Funches et al. 2009; Huefner and Hunt 2000). Therefore, the aim of this study is to explore customer retaliation as an extension to customer complaining behavior.
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