Cable Television Subscribers: A Comparison of Complainers and Noncomplainers

Cable subscriber complaining behavior and selected factors that distinguish complainers and noncomplainers were examined. A group of 338 cable subscribers was randomly selected and interviewed by telephone. Half of the respondents had complained in the past year. Subscriber evaluations of system performance provided a core set of variables that distinguished complainers from noncomplainers. Performance expectations did not differentiate between the two groups, nor did subscriber demographic characteristics. Research and managerial implications are discussed.