A Service Perspective on the Drivers of Complaint Intentions

This study assesses the effects of service evaluations in a failed service experience on complaining intentions in a future encounter. A model is developed and tested that investigates the relationships between service quality, satisfaction, social justice, and future complaint intentions. A sample of 525 dissatisfied customers across numerous service industries is used to test the model. Results support the model and suggest that otherwise fair service in a failed service experience increases complaint intentions in future failed encounters. Specifically, the authors find that firms that are perceived to treat customers fairly during a service failure and that have employees perceived to be responsive are rewarded with higher future complaint intentions. They also find that service quality and satisfaction have significant, negative effects on future complaint intentions. Moderation analysis indicates that the findings do not depend on a customer’s attitude toward complaining. Implications for practice and future research are discussed.