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Abstract
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Article Information:
Motivation for Customer Complaining and Non-Complaining Behaviour Towards Mobile Telecommunication Services
Simon Gyasi Nimako and Anthony Freeman Mensah
Corresponding Author: Simon Gyasi Nimako
Submitted: April 17, 2012
Accepted: May 10, 2012
Published: June 25, 2012 |
Abstract:
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The study examines customer’s motivation for complaining and non-complaining behaviour towards
mobile telecommunication services. The study was a cross-sectional survey involving customers from four
mobile telephony operators. A self-administered structured questionnaire was used to collect primary data and
it was analysed using SPSS (version 16.0). The findings are that the highest rated motive for complaining is
seeking corrective actions, followed by seeking explanation, seeking remedy or redress, seeking apology,
expression of emotion or anger and the least motive is seeking compensation or damages. The study also found
that, for the reasons for non-complaining, the highest ranked is where it is too late to complain, followed by
the perception that nothing will be done about the problem if complained and the least non-complaining motive
is fear to complain. Moreover, it was found that age and marital status significantly influence complaining
behaviour. Uniquely, the study found rational approach to complaining behaviour in the research context and
presents a categorization of factors inducing non-complaining motives. Implications and limitations are
discussed. This study contributes to the body of knowledge in the area of consumer complaining behaviour in
the context of telephony industry in developing economies.
Key words: Complaining motives, complaints, consumer behaviour, dissatisfaction, mobile telephony services, non-complaining motives, satisfaction
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Cite this Reference:
Simon Gyasi Nimako and Anthony Freeman Mensah, . Motivation for Customer Complaining and Non-Complaining Behaviour Towards Mobile Telecommunication Services. Asian Journal of Business Management, (3): 310-320.
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ISSN (Online): 2041-8752
ISSN (Print): 2041-8744 |
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