Firms' complaint handling policies and consumer complaint voicing

Purpose The purpose of this research is to examine the effects of actions recommended by researchers for firms to encourage complaint voicing, and test the proposition that complaining by dissatisfied consumers would increase if only firms would make it easier to complain. Design/methodology/approach An experimental study assessed consumer reactions to scenarios in which a retailer made it easier or harder to complain by varying its refund policy, employee empowerment, access to call center representatives, and in‐store hassles to return merchandise. Consumers in an online panel completed questionnaires measuring perceived effort, likelihood of success, and complaint intentions. Findings Complaint‐friendly policies produced perceptions of lower anticipated difficulty and increased chances of successful redress. However, only lenient refund policy significantly influenced complaint voicing intentions. While most policies designed to make complaining easier had limited impact on complaint voicing, measured perceptions of complaint difficulty were significant predictors of complaining intentions. Research limitations/implications In future studies, researchers should examine these variables in non‐retail settings where getting a refund does not dominate the consumer's decision to voice a complaint. Practical implications The results call into question the proposition that complaint voicing would increase if only firms would make complaining easier. Managers should focus on assuring customers of liberal refund policies if they complain. Originality/value By focusing on actions that the firm can undertake to improve the probability of consumer complaining, this paper departs from the literature on antecedents of complaining behavior, which has focused on individual difference factors that affect the probability of complaining, variables that lie outside managerial control.