When Might Better Services Lead to More Complaints?

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.


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, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 81-81.


Koji Matsushita, Chuo University, Japan
Haiyang Yang, Johns Hopkins University, USA
Kaichi Saito, Meiji Gakuin University, Japan
Haruko Tsuchihashi, Aoyama Gakuin University, Japan


AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018

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