OS ANTECEDENTES DO COMPORTAMENTO DE RECLAMAÇÃO ENTRE A GERAÇÃO Z: O PAPEL DO ACESSO À INFORMAÇÃO, EXPERIÊNCIA DE RECLAMAÇÃO E ATITUDES
OS ANTECEDENTES DO COMPORTAMENTO DE RECLAMAÇÃO ENTRE A GERAÇÃO Z
DOI:
https://doi.org/10.18226/23190639.v13n1.07Palavras-chave:
atitude de reclamação, comportamento de reclamação, experiência de reclamação, geração Z, acesso à informaçãoResumo
Objetivo:
Este estudo tem como objetivo analisar a influência do acesso à informação, da experiência com reclamações e das atitudes em relação às reclamações no comportamento do consumidor.
Desenho/Metodologia/Abordagem:
Foi utilizado um desenho de pesquisa quantitativo e transversal, por meio de uma pesquisa online distribuída a 250 estudantes universitários selecionados por amostragem por conveniência. Os dados foram analisados usando estatísticas descritivas e Modelagem de Equações Estruturais (SEM) com AMOS 22.0.
Originalidade/Relevância:
O estudo contribui para a compreensão do comportamento de reclamação, integrando vários fatores de influência, incluindo o acesso à informação e experiências anteriores com reclamações. Destaca a interação entre a conscientização do consumidor e sua disposição para se envolver no processo de reclamação.
Principais Resultados/Descobertas:
O estudo revela efeitos significativos do acesso à informação, da experiência com reclamações e das atitudes no comportamento de reclamação. Além disso, acesso à informação e experiência com reclamações influenciaram significativamente as atitudes, reforçando a importância do conhecimento e da confiança na tomada de decisão do consumidor.
Implicações Teóricas:
Este estudo enriquece a teoria do Comportamento de Reclamação do Consumidor (Consumer Complaint Behavior/CCB) ao demonstrar que o acesso à informação, a experiência com reclamações e as atitudes em relação às reclamações influenciam diretamente o comportamento de reclamação do consumidor.
Contribuições Gerenciais:
Os resultados destacam a necessidade de educação do consumidor para aumentar a conscientização e confiança no processo de reclamação. Empresas devem fornecer informações adequadas sobre seus produtos e serviços, enquanto governos devem intensificar a conscientização sobre direitos e responsabilidades do consumidor.
Referências
Anggraini, I. C. (2013). Influence of attitude perception of values and perceptions of complaints chance of success towards consumer complaints submission at the Surabaya hypermarket. Kajian Ilmiah Mahasiswa Manajemen, 2(4). Retrieved from http://journal.wima.ac.id/index.php/KAMMA/article/view/495
Arslan, I. K. (2020). The importance of creating customer loyalty in achieving sustainable competitive advantage. Eurasian Journal of Business and Management, 8(1), 11–20. https://doi.org/10.15604/ejbm.2020.08.01.002
Ashraf, T., Sajjad, W., Rizwan, M., Ahmed, D., & Nazeer, H. (2013). Determinants of consumer complaining behaviour: a study of Pakistan. International Journal of Learning and Development, 3(6). https://doi.org/10.5296/ijld.v3i6.6209
Berceanu, D. C., Pânișoară, G., Popovici, A., & Ghiță, C. M. (2023). Quality of life and the digital service landscape: the moderating role of customer complaining effort. Behavioral Sciences, 13(5), 375. https://doi.org/10.3390/bs13050375
Bergel, M., & Brock, C. (2018). The impact of switching costs on customer complaint behaviour and service recovery evaluation. Journal of Service Theory and Practice, 28(4), 458–483. https://doi.org/10.1108/JSTP-02-2017-0035
Blodgett, J., Kirk, Wakefield, & Barnes, J. (1995). The effects of customer service on consumer complaining behaviour. Journal of Service Marketing, 9(4), 31–42. https://doi.org/10.1108/08876049510094487
Cai, R., & Chi, C. G.-Q. (2018). The impacts of complaint efforts on customer satisfaction and loyalty. The Service Industries Journal, 38(15), 1–21. https://doi.org/10.1080/02642069.2018.1429415
Central Statistics Agency [BPS]. (2020). 2020 Population Census Results. Retrieved from https://demakkab.bps.go.id/news/2021/01/21/67/hasil-sensus-penduduk-2020.html
Dalmonech, H. A. G., & Monte-mor, D. S. (2019). THE indirect influence of mouth-to-mouth marketing on the choice criterion of public education institutions | A influência indireta do marketing boca a boca no critério de escolha de uma instituição de ensino pública. Brazilian Journal of Management and Innovation (Revista Brasileira De Gestão E Inovação), 7(2), 75–94. Retrieved from https://sou.ucs.br/etc/revistas/index.php/RBGI/article/view/6338
Demirgüneş, B. K., & Avcilar, M. Y. (2017). The effect of cognitive dissonance on external information search and consumer complaint responses. International Journal of Business Administration, 8(2), 57–72. https://doi.org/10.5430/ijba.v8n2p57
Dyussembayeva, S., Viglia, G., Nieto-Garcia, M., & Invernizzi, A. C. (2020). It makes me feel vulnerable! The impact of public self-disclosure on online complaint behaviour. International Journal of Hospitality Management, 88, 1–9. https://doi.org/10.1016/j.ijhm.2020.102512
Ekinci, Y., Calderon, J., & Siala, H. (2016). Do personality traits predict 'complaining' consumers?. International Journal of Business Environment, 8(1), 32. https://doi.org/10.1504/ijbe.2016.074793
Emir, O. (2011). Customer complaints and complaint behaviour in Turkish hotel restaurants: An application in Lara and Kundu areas of Antalya. African Journal of Business Management, 13(3), 287–300. https://doi.org/10.5897/AJBM10.1138
Frasquet, M., Ieva, M., & Ziliani, C. (2019). Understanding complaint channel usage in multichannel retailing. Journal of Retailing and Consumer Services, 47, 94–103. https://doi.org/10.1016/j.jretconser.2018.11.007
Grégoire, Y., Ghadami, F., Laporte, S., Sénécal, S., & Larocque, D. (2018). How can firms stop customer revenge? The effects of direct and indirect revenge on post-complaint responses. Journal of the Academy of Marketing Science, 46(6), 1052–1071. https://doi.org/10.1007/s11747-018-0597-2
Hartoyo, Tinaprila, N., & Prasetyo, A. (2016). Behaviour analysis of consumer complaint. Journal of Business and Entrepreneurship, 2(2), 101–111. https://doi.org/10.17358/ijbe.2.2.101
Hogg, R., Hanley, J., & Smith, P. (2018). Learning lessons from the analysis of patient complaints relating to staff attitudes, behaviour and communication, using the concept of emotional labour. Journal of Clinical Nursing, 27(5–6), 1004–1012. https://doi.org/10.1111/jocn.14121
Hosta, M., & Zabkar, V. (2020). Antecedents of environmentally and socially responsible sustainable consumer behaviour. Journal of Business Ethics, 171, 273–293. https://doi.org/10.1007/s10551-019-04416-0
Izogo, E. E., & Jayawardhena, C. (2018). Online shopping experience in an emerging e-retailing market. Journal of Research in Interactive Marketing, 12(2), 193–214. https://doi.org/10.1108/JRIM-02-2017-0015
Johnen, M., & Schnittka, O. (2019). When pushing back is good: The effectiveness of brand responses to social media complaints. Journal of the Academy of Marketing Science, 47(5), 858–878. https://doi.org/10.1007/s11747-019-00661-x
Kerti, N. R. M. (2023). Consumer protection institutions strengthening in the digitalization era. Indonesian Journal of Multidisciplinary Science, 3(1), 55-63. https://doi.org/10.55324/ijoms.v3i1.675
Lu, L., Gursoy, D., Chi, C. G.-Q., & Xiao, G. (2018). Developing a consumer complaining and recovery effort scale. Journal of Hospitality & Tourism Research, 42(5), 686–715. https://doi.org/10.1177/1096348015597
Maciel, W. R. E., Casagranda, Y. G., & Sanches, A. C. (2022). Consumer behavior of food retail under the moderation of the store format. Brazilian Journal of Management and Innovation (Revista Brasileira De Gestão E Inovação), 10(1), 47–71. https://doi.org/10.18226/23190639.v10n1.03
Priporas, C. V., Stylos, N., & Fotiadis, A. (2017). Generation Z consumers’ expectations of interactions in smart retailing: A future agenda. Computers in Human Behaviour Journal, 71(1), 274–383. https://doi.org/10.1016/j.chb.2017.01.058
Rahmawati, S. H., Hastuti, D., & Herawati, T. (2014). Analysis of social media’s access: Relation to character of vocational student in Bogor. Jurnal Ilmu Keluarga & Konsumen, 7(2), 67–74. http://dx.doi.org/10.24156/jikk.2014.7.2.67
Sahin, I., Gulmez, M., & Kitapci, O. (2017). E-complaint tracking and online problem-solving strategies in hospitality management: Plumbing the depths of reviews and responses on TripAdvisor. Journal of Hospitality and Tourism Technology, 8(3), 372–394. https://doi.org/10.1108/JHTT-02-2017-0009
Sann, R., Lai, P., & Chang, H. (2020). Does culture of origin have an impact on online complaining behaviors? the perceptions of asians and non-asians. Sustainability, 12(5), 1838. https://doi.org/10.3390/su12051838
Simanjuntak, M. & Shahirah, I. (2024). Indonesian consumer complaint behavior based on ethnic groups and generations. Gadjah Mada International Journal of Business, 26(2). https://doi.org/10.22146/gamaijb.71143
Simanjuntak, M. (2015). Consumer empowerment index among undergraduate students of Bogor Agricultural University, Indonesia. Asian Journal of Business and Management, 3(3), 183–191. Retrieved from https://www.ajouronline.com/index.php/AJBM/article/view/1538
Simanjuntak, M. (2018). The study of consumers empowerment on food sectors in urban and rural areas of Indonesia. World Conference on Business and Management 2018. Jeju Island, South Korea: The People and Global Business Association (P&GBA).
Simanjuntak, M. (2019). Generation Y’s complaint behaviour toward online shopping. Independent Journal of Management & Production, 10(1), 101–116. https://doi.org/10.14807/ijmp.v10i1.839
Simanjuntak, M., & Mubarokah, U. (2021). Investigating how consumer education and lifestyle influence the consumer empowerment: Case in rural and urban areas, Indonesia. Independent Journal of Management & Production, 12(5), 1–20. https://doi.org/10.14807/ijmp.v12i5.1395
Simanjuntak, M., & Musyifah, I. (2016). Online shopping behaviour on generation Y in Indonesia. Global Business Finance Review, 21(1), 33–45. Retrieved from http://www.gbfrjournal.org/html/?pmode=journalview&by=2016&bm=6&vol=21&no=1&subno=&page1=33&page2=45
Simanjuntak, M., & Putri, R. R. E. (2022). How empowered is the consumer in the telecommunications sector: The role of socio-demographic and lifestyle? Indonesian Management Journal, 22(1). https://doi.org/10.25124/jmi.v22i1.3214
Simanjuntak, M., & Putri, S. A. (2018). Consumer empowerment index of electronic product buying. Independent Journal of Management & Production, 9(4), 1165–1183. Retrieved from http://www.ijmp.jor.br/index.php/ijmp/article/view/814
Simanjuntak, M., & Tesiana, R. Y. (2021). Understanding consumer empowerment in health service. Independent Journal of Management & Production, 12(7), 1627–1646. https://doi.org/10.14807/ijmp.v12i7.1394
Simanjuntak, M., & Umiyati, S. (2021). The effect of demographic, social, and economic characteristics on consumer empowerment in education institutions. Independent Journal of Management & Production, 12(5), 1282–1299. https://doi.org/10.14807/ijmp.v12i5.1443
Simanjuntak, M., Amanah, S., Puspitawati, H., & Asngari, P. (2013). Modelling consumer empowerment level. Economic Journal of Emerging Market, 5(2), 109–119. Retrieved from http://journal.uii.ac.id/index.php/JEP/article/view/3519
Simanjuntak, M., Amanah, S., Puspitawati, H., & Asngari, P. (2014). Consumer empowerment profile in rural and urban area. Asean Marketing Journal, 15(1), 39–45. Retrieved from http://journal.ui.ac.id/index.php/amj/article/view/3611
Singh, J. (1988). Consumer complaint intentions and behaviour: Definitional and taxonomical issues. Journal of Marketing, 52(1), 93–107. https://doi.org/10.2307/1251688
Soares, R. R., Zhang, T. T., Proença, J. F., & Kandampully, J. (2017). Why are Generation Y consumers the most likely to complain and repurchase? Journal of Service Management, 28(3), 520–540. https://doi.org/10.1108/JOSM-08-2015-0256
Wandani, D., & Simanjuntak, M. (2019). Personality, motivation, and complaint behavior by ethnicity. Jurnal Ilmu Keluarga & Konsumen, 12(3), 236–247. https://doi.org/10.24156/jikk.2019.12.3.236
Wang, S., Jiang, J., Zhou, Y., Li, J., Zhao, D., & Lin, S. (2020). Climate-change information, health-risk perception and residents’ environmental complaint behaviour: An empirical study in China. Environmental Geochemistry and Health, 42(3), 719–732. https://doi.org/10.1007/s10653-018-0235-4
Wang, S., Wang, J., Zhao, S., & Yang, S. (2019). Information publicity and resident’s waste separation behaviour: An empirical study based on the norm activation model. Waste Management, 87, 33–42. https://doi.org/10.1016/j.wasman.2019.01.038
Wiederhold, M., & Martinez, L. F. (2018). Ethical consumer behaviour in Germany: The attitude-behaviour gap in the green apparel industry. International Journal of Consumer Studies, 42(4), 419–429. https://doi.org/10.1111/ijcs.12435
Wirtz, J., Xiao, P., Chiang, J., & Malhotra, N. (2014). Contrasting the drivers of switching intent and switching behaviour in contractual service settings. Journal of Retailing, 90(4), 463–480. https://doi.org/10.1016/j.jretai.2014.07.002
Xu, X., Christina, G., Rui-ying, C., & Pan, L. (2021). The effects of intragroup guanxi interaction on customers’ intentions to complain. Journal of Hospitality &Amp; Tourism Research, 46(7), 1411-1435. https://doi.org/10.1177/1096348020987279
Zhang, X., Geng, G., & Sun, P. (2017). Determinants and implications of citizens’ environmental complaints in China: Integrating theory of planned behaviour and norm activation model. Journal of Cleaner Production, 166, 148–156. https://doi.org/10.1016/j.jclepro.2017.08.020
Publicado
Como Citar
Edição
Seção
Licença
Copyright (c) 2025 Megawati Simanjuntak
Este trabalho está licenciado sob uma licença Creative Commons Attribution 4.0 International License.
Declaro que o presente artigo é original, não tendo sido submetido à publicação em qualquer outro periódico nacional ou internacional, quer seja em parte ou em sua totalidade. Declaro, ainda, que uma vez publicado na Revista Brasileira de Gestão e Inovação (Brazilian Journal of Management & Innovation), o mesmo jamais será submetido por mim ou por qualquer um dos demais co-autores a qualquer outro periódico. Através deste instrumento, em meu nome e em nome dos demais co-autores, porventura existentes, cedo os direitos autorais do referido artigo Revista Brasileira de Gestão e Inovação (Brazilian Journal of Management & Innovation), que está autorizada a publicá-lo em meio impresso, digital, ou outro existente, sem retribuição financeira para os autores. Em virtude de aparecerem nesta revista de acesso público, os artigos são de uso gratuito, com atribuições próprias, em aplicações educacionais e não-comerciais.
