CROSS-CULTURAL CONSUMER COMPLAINING BEHAVIOR IN SERVICE INDUSTRIES: A THREE-NATION STUDY ACROSS THE AFRICAN DIASPORA

Abstract

Using social identification theory, the current research examines complaining behavior of services consumers of African descent in Brazil, South Africa, and the United States. The common trait of African ancestry and its association with the types of responses to dissatisfied marketplace experiences, including no action, informal action, or more formal complaint behaviors is explored. Findings indicate that country of residence differences interact with the common African ancestral trait, resulting in an assorted range of complaint-related responses. Finally, implications for marketing concept and practice are discussed.