A Taxonomy of Customer Dissatisfaction-Related Coping Tactics Based on Dissatisfaction-Related Goals
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University of Tennessee, Knoxville TRACE: Tennessee Research and Creative Exchange Doctoral Dissertations Graduate School 12-2004 A Taxonomy of Customer Dissatisfaction-Related Coping Tactics Based on Dissatisfaction-Related Goals Andrew B. Artis University of Knoxville, Tennessee Follow this and additional works at: https://trace.tennessee.edu/utk_graddiss Part of the Business Administration, Management, and Operations Commons Recommended Citation Artis, Andrew B., "A Taxonomy of Customer Dissatisfaction-Related Coping Tactics Based on Dissatisfaction-Related Goals. " PhD diss., University of Tennessee, 2004. https://trace.tennessee.edu/utk_graddiss/1884 This Dissertation is brought to you for free and open access by the Graduate School at TRACE: Tennessee Research and Creative Exchange. It has been accepted for inclusion in Doctoral Dissertations by an authorized administrator of TRACE: Tennessee Research and Creative Exchange. For more information, please contact [email protected]. To the Graduate Council: I am submitting herewith a dissertation written by Andrew B. Artis entitled "A Taxonomy of Customer Dissatisfaction-Related Coping Tactics Based on Dissatisfaction-Related Goals." I have examined the final electronic copy of this dissertation for form and content and recommend that it be accepted in partial fulfillment of the equirr ements for the degree of Doctor of Philosophy, with a major in Business Administration. Dr. Sarah F. Gardial, Major Professor We have read this dissertation and recommend its acceptance: Dr. Tom Ladd, Dr. John T. Mentzer, Dr. Robert B. Woodruff Accepted for the Council: Carolyn R. Hodges Vice Provost and Dean of the Graduate School (Original signatures are on file with official studentecor r ds.) To the Graduate Council: I am submitting herewith a dissertation written by Andrew B. Artis entitled "A Taxonomy of Customer Dissatisfaction-Related Coping Tactics Based on Dissatisfaction- Related Goals." I have examined the final electronic copy of this dissertation for form and content and recommend that it be accepted in partial fulfillment of the requirements for the degree of Doctor of Philosophy, with a major in Business Administration. Dr. Sarah F. Gardial Major Professor We have read this dissertation and recommend its acceptance: Dr. Tom Ladd Dr. John T. Mentzer Dr. Robert B. Woodruff Accepted for the Council: Dr. Anne Mayhew Vice Provost and Dean of Graduate Studies (Original signatures are on file with official student records.) A TAXONOMY OF CUSTOMER DISSATISFACTION-RELATED COPING TACTICS BASED ON DISSATISFACTION-RELATED GOALS A Dissertation Presented for the Doctor of Philosophy Degree The University of Tennessee, Knoxville Andrew B. Artis December, 2004 Copyright © 2004 Andrew Benedict Artis, Sr. All Rights Reserved ii DEDICATION This dissertation is dedicated to my wife, Julie, and our children, Ben and Emily. Obtaining my Ph.D. has been one of my life ambitions, and it is their love and companionship that gives this achievement real meaning. iii ACKNOWLEDGEMENTS While completion of this dissertation is a milestone in my academic career, it would be arrogant of me to take more than just a small amount of credit for its creation or completion. First, I need to thank my parents. Mom, thank you for planting within me a curious mind and the fortitude to endure the search for knowledge. Dad, I'm sorry you aren't here to share this moment, but thank you for giving me a strong work ethic. Second, I want to thank my siblings and my in-laws. Thank you all for believing in me even when I had my own doubts, and for making me laugh when I took myself too seriously. Completing this dissertation, and with it my Ph.D., was much like running a marathon. A marathon is tough enough, but when you are a sprinter like me it can be deadly. Thus, I want to recognize and thank all those people who coached me along the way and helped me to develop the skills and the mental endurance to cross the finish line. Special thanks need to go to my head trainer and dissertation chair, Sarah Gardial. Thank you for being such a great mentor, for reminding me to be more balanced with my family and career, and for reminding me why I wanted to pursue scholarship in the first place. You are the best dissertation chair ever. I would also like to thank the other members of my committee for their time and support: Bob Woodruff, Tom Mentzer, and Tom Ladd. Your insights greatly improved this research. Special thanks also to the College of Business for the grant to conduct this research. I’d like to thank the teachers who taught my graduate seminars. Seminars make the student, and professors make the seminars. Thanks to Bob Woodruff, Dave Schumann, Tom Mentzer, Tom Ladd, Ernie Cadotte, Frank Davis and Sarah Gardial. I iv will build upon the foundation you created, and will remain grateful for your time and talents. Finally, I want to thank all the other Ph.D. students who befriended me when I came into the program, and those I befriended along the way. It is the people at the University of Tennessee, Knoxville that made this experience so very special, and chief among them were my compatriots in the marathon. Had they not carried me during long stretches of the race I would have never been able to break the tape at the finish line. v ABSTRACT Practitioners who want to strengthen their market position and avoid greater government regulation would benefit from research that helps them to effectively resolve the problems experienced by their customers. Unfortunately, research efforts to explore, understand, and ultimately predict the responses of dissatisfied customers have been sporadic and have failed to lead to a sustained program of research. This problem is due in part because classification and taxonomical issues have not been sufficiently resolved. Without a theoretically-supported method to categorize and differentiate the various ways that customers respond to dissatisfaction, research into this phenomenon will continue to be slow and erratic. In an attempt to resolve this problem, a new taxonomy to classify the coping tactics of dissatisfied customers is proposed and tested within this dissertation. The theory of goal-directed behavior, as conceptualize by Bagozzi and Dholakia (1999), is used to show that dissatisfaction-related goals can moderate the responses of dissatisfied customers. These goals are then used to categorize dissatisfied customer responses into a new taxonomy comprised of 20 dissatisfaction coping tactics. Four scales were developed and administered to a student sample to measure the causal relationship between the dissatisfaction-related goals (prevention, accommodation, redress, and retaliation) and the dissatisfaction-related coping tactics employed by customers. Findings are interpreted to support the existence of the dissatisfaction-related goals of prevention, accommodation, and retaliation, but there is insufficient support for the goal of redress. vi TABLE OF CONTENTS Chapter One – Specify the Problem and Convey Its Importance 1 Introduction 1 The Research Question 4 The Unit of Analysis: Customer Response to Dissatisfaction 5 The Central Constructs Under Investigation 7 Organization of the Remainder of this Chapter 9 Customer Dissatisfaction is a Problem of National Importance 9 Customer Dissatisfaction is a Current and Substantive Issue 12 Need for Better Recovery Strategies to Improve Retention Rates 16 Detecting Customer Dissatisfaction 23 Importance to Business-to-Business Research 24 Importance of the Proposed Taxonomy to Marketing Research 25 Explanation of Conceptual Model 30 Dissatisfaction as a Separate Phenomenon 31 Role of Dissatisfaction within the Model 34 Cognitive-Emotive Appraisal Process 39 The Formation of Dissatisfaction-Related Goals 45 Dissatisfaction-Related Coping Tactics 47 Appraisal of Tactics, Seller Responses, and DRG Attainment 49 Conclusions to be drawn from the Conceptual Model 50 A Look Ahead 51 Chapter Two – Literature Review 53 Introduction 53 Methods of Coping for Customers Motivated by Dissatisfaction 54 Hirschman's Exit-Voice-Loyalty Theory 55 Day-Landon's Public-Private Actions Classification 58 Singh's Voice-Private-Third Party Classification 63 Need for an Improved Classification System 73 Classification by General Method of Dissatisfaction-Related 75 Coping Tactics Internal Self-Directed Responses 77 External Self-Directed Responses 79 Voice Coping Tactics Involving the Seller 81 Voice Coping Tactics Involving Peers 83 Third-Party Directed Responses 84 The Role of Goal-Directed Behavior in the Selection of 86 Dissatisfaction-Related Coping Tactics Cognitive Processing and Goal Formation 88 Emotive Processing and Goal Formation 90 Dissatisfaction-Related Goal of Prevention 93 vii Dissatisfaction-Related Goal of Accommodation 95 Dissatisfaction-Related Goal of Redress 97 Dissatisfaction-Related Goal of Retaliation 99 Using Goal-Directed Behavior to Show How 101 DRGs and DRCTs Interact Proposed Taxonomy Based on the Dissatisfaction-Related 103 Goals of Customers Dissatisfaction-Related Coping Tactics Associated With the 109 Goal of Prevention Dissatisfaction-Related Coping Tactics Associated With the 116 Goal of Accommodation Dissatisfaction-Related Coping Tactics Associated With the 123 Goal of Redress Dissatisfaction-Related Coping Tactics Associated With the 130 Goal of Retaliation Critique of the Dissatisfaction-Related Goals Taxonomy 138 Chapter Two Review 143 Chapter Three – Research Methodology 144 Introduction 144 Review of Exploratory Research Methods