Consumer As Monitor: the Role of Relationship Norm in Consumers' Complaint Intention

Fengyan Cai, The Chinese University of Hong Kong, China
Minxue Huang, Wuhan University, China
In this study, we propose relationship norms as a moderator of consumers’ complaint intention. Two types of relationships are considered, communal relationship, in which “keep tracking of others’ need” is a main norm, and exchange relationship, in which “keep tracking of input and outcome” is a key norm. The results show that when the magnitude of service failure is high, consumers in different relationship have no significant different complaint intention. However, when the magnitude of service failure is low, consumers in communal relationship are more likely to complain than consumers in exchange relationship.
[ to cite ]:
Fengyan Cai and Minxue Huang (2008) ,"Consumer As Monitor: the Role of Relationship Norm in Consumers' Complaint Intention", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research.