ASSOCIATION FOR CONSUMER RESEARCH
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When Might Better Services Lead to More Complaints? Koji Matsushita, Chuo University, Japan Haiyang Yang, Johns Hopkins University, USA Kaichi Saito, Meiji Gakuin University, Japan Haruko Tsuchihashi, Aoyama Gakuin University, Japan
When might better services lead to more complaints? We propose and show that in group-consumption contexts, complaint behaviors are driven by consumers’ individual consumption goals and their relationship goals. Getting services superior to other group members can hamper fulfillment of the latter goal, driving consumers who receive better services to complain more.
[to cite]: Koji Matsushita, Haiyang Yang, Kaichi Saito, and Haruko Tsuchihashi (2018) ,"When Might Better Services Lead to More Complaints?", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain and Akshaya Vijayalakshmi, Duluth, MN : Association for Consumer Research, Pages: 81-81.
[url]: http://www.acrwebsite.org/volumes/1700387/volumes/ap12/AP-12
[copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/. Asia-Pacific Conference of the Association for Consumer Research (Volume 12)/ 81 When Might Better Services Lead to More Complaints?
Koji Matsushita, Chuo University, Japan Haiyang Yang, Johns Hopkins University, USA Kaichi Saito, Meiji Gakuin University, Japan Haruko Tsuchihashi, Aoyama Gakuin University, Japan
When might better services lead to more complaints? We propose and show that in group-consumption contexts, complaint behaviors are driven by consumers’ individual consumption goals and their relationship goals. Getting services superior to other group members can hamper fulfillment of the latter goal, driving consumers who receive better services to complain more.