Abstract
While marketing scholars have emphasized the importance of customer satisfaction, few studies have examined in detail consumers’ responses to dissatisfaction. This study examines correlates of one possible response—telling others about the dissatisfaction—and identifies variables that distinguish this response from others. Variables investigated include the nature of the dissatisfaction, perceptions of blame for the dissatisfaction, and perceptions of retailer responsiveness. Marketing management and consumer behavior research implications are discussed.
Keywords
Word of mouthPerceptionBlameMarketingPsychologyConsumer behaviourAdvertisingConsumer satisfactionCustomer satisfactionSocial psychologyBusiness
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Publication Info
- Year
- 1983
- Type
- article
- Volume
- 47
- Issue
- 1
- Pages
- 68-78
- Citations
- 1628
- Access
- Closed
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Cite This
Marsha L. Richins
(1983).
Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study.
Journal of Marketing
, 47
(1)
, 68-78.
https://doi.org/10.1177/002224298304700107
Identifiers
- DOI
- 10.1177/002224298304700107