Consumer Complaint Behavior and Recovery Satisfaction: An Application of the Theory of Planned Behavior

Abstract

The purpose of this study is evaluating the situation of consumers who have experienced dissatis-faction after purchasing a good or service, and who have reported this to the company, determining the effect of recovery satisfaction on of word-of-mouth communication (WOM) by including the Theory of Planned Behavior (TPB) in the process. Data was collected from consumers suitable for the research sample through the survey method, and hypotheses were tested by path analysis. Re-search findings revealed that voice, private, and exit sub-dimensions of complaint behavior have a negative effect on recovery satisfaction. Besides, recovery satisfaction has a negative effect on TPB. On the other hand, TPB has a positive effect on positive valance WOM, WOM content, WOM intensity-negative valance, and abstention, while it has a negative effect on recommendation. In this study, the relationship between consumer complaint behavior and word of mouth communi-cation was investigated by including the Theory of Planned Behavior to the process. Considering this theory in the axis of complaint behavior constitutes the differentiation point of the study.