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Consumer Complaint Behavior Manifestations for Table Service Restaurants: Identifying Sociodemographic Characteristics, Personality, and Behavioral Factors

University of Nevada, Las Vegas, dljones{at}unlv.edu

Ken W. McCleary

Virginia Tech

Lawrence R. Lepisto

Central Michigan University

For restaurants to be assured that they are achieving customer satisfaction, they need to receive feedback from their customers. One way customers give feedback is by complaining. Using the Adult Longitudinal Panel, three types of consumer complaint behavior for table service restaurant customers were determined: not likely to complain, complain-to-anyone complainers, and word-of-mouth (WOM) complainers. WOM complainers present the greatest challenge because management does not hear their complaints, but complainers spread negative WOM. Cross-tabs of sociodemographic characteristics differentiated these individuals as baby boomers with children. However, these characteristics do not provide the full profile. Further analysis using multiple discriminant analysis identified personality and behavioral factors that distinguish WOM complainers from other types of restaurant customers. The results show these individuals to be under greater psychological stress than those in the other two groups, as well as less price conscious and less susceptible to interpersonal influence than complain-to-anyone complainers.

Key Words: consumer complaint behavior • customer satisfaction • customer dissatisfaction • personality traits • consumer behavior • restaurants

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