Differences between Black and White South Africans in product failure attributions, anger and complaint behaviour

Donoghue, Suné, Strydom, Nina, Andrews, Lynda, Pentecost, Robin, & de Klerk, Helena M. (2016) Differences between Black and White South Africans in product failure attributions, anger and complaint behaviour. International Journal of Consumer Studies, 40(3), pp. 257-267.

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Abstract

The purpose of this research is to extend an understanding of how Black and White South African consumers' causal attributions for major household appliance performance failures impact on their anger and subsequent complaint behaviour. A survey was administered to Black and White South African consumers who were dissatisfied with the performance of a major household appliance item. Respondents resided in a major metropolitan area. The findings showed that, compared to Whites, the Black South Africans felt a low but significantly higher external locus of causality and lower control, and experienced a higher level of anger regarding product failure. The level of anger determined the decision to take complaint action, but racial group determined the type of action taken. Blacks complained more actively to retailers and engaged more in private complaint action than Whites. These findings may show that Black South Africans are developing a more individualistic orientation as consumers. Therefore, researchers should consider the effect of cultural swapping when researching consumer behaviour in multi-cultural countries. Implications for retailers in terms of complaint handling are indicated.

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ID Code: 90568
Item Type: Journal Article
Refereed: Yes
Keywords: Product Failure Attributions, Anger, Race, Consumer Complaint Behaviour, South Africa
DOI: 10.1111/ijcs.12250
ISSN: 1470-6423
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2016 John Wiley & Sons Ltd
Deposited On: 23 Nov 2015 03:06
Last Modified: 21 Apr 2016 01:37

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