A Content Analysis of Consumer Complaints, Remedies, and Repatronage Intentions Regarding Dissatisfying Service Experiences
Susskind, Alex M.
Building on existing research examining customers’ complaints about service experiences, this study examined restaurant consumers’ episode-specific reactions to service failures. In the first stage of this work, restaurant patrons were asked to describe a recent service experience where they complained about some element of the service they received. From these statements a coding scheme was developed to classify the consumers’ qualitative descriptions of the service episodes where they experienced a service failure and remedy. The consumers’ reports addressed three issues:(a) the issue that triggered the complaint, (b) the complaint remedy further broken down on two dimensions based upon the degree of correction and whether the remedy produced a positive or negative outcome, and (c) how (and if) the service failure and remedy influenced repatronage intentions. Following the content analysis and the coding of the critical incidents, logistic-regression analyses revealed that the extent to which a service failure is corrected is important to customer satisfaction and satisfaction with a specific service remedy is connected to a consumer’s desire to return to the restaurant.
customer service; customer complaints; repatronage intentions
Required Publisher Statement: © SAGE. Final version published as: Susskind, A. M. (2005). A content analysis of consumer complaints, remedies, and repatronage intentions regarding dissatisfying service experiences. Journal of Hospitality & Tourism Research, 29(2), 150-169. doi:10.1177/1096348004273426 Reprinted with permission. All rights reserved.