Consumer complaining behavior in hospitality management

ABSTRACT

The purpose of this study is to investigate the impacts of assertiveness, aggressiveness, and perceived risks on consumer complaining behavior (CCB) in the tourism and hospitality sector. This research utilized a quantitative methodology through the implementation of a two-stage study based on surveys. Study 1 examined the impacts of assertiveness, aggressiveness, and perceived risks on CCB in the context of low-quality summer vacation, while Study 2 further investigated the relationships in the research model by replicating the survey within the framework of high-quality summer vacation. The results were then analyzed through factor and regression analyses. Both of the studies demonstrated that assertiveness positively influences CCB directly and also indirectly via the mediating effect of perceived risks. It was found that aggressiveness positively influences CCB when consumers have high service quality expectations but when they have low expectations for service quality, it is insignificant.

本研究的目的是调查自信、进取和感知风险对旅游和酒店业消费者投诉行为的影响。 本研究通过实施基于调查的两阶段研究，利用定量方法。 研究 1 考察了低质量暑假背景下自信、攻击性和感知风险对消费者抱怨行为的影响，而研究 2 通过在高质量假期框架内复制调查进一步研究了研究模型中的关系 . 结果通过因子分析和回归分析进行分析。 这两项研究都表明，自信通过感知风险的中介作用直接和间接地对消费者的抱怨行为产生积极影响。 研究发现，当消费者对服务质量期望值高时，攻击性对抱怨行为有积极影响，但当他们对服务质量期望值低时，则影响微不足道。

KEYWORDS:

• Assertiveness
• aggressiveness
• consumer complaining behavior
• service failures
• perceived risks
• tourism