Determining the Educational Background Differences in Complaint Behavior Among Automobile Repairs and Service Consumers
Understanding consumers’ complaint behavior is very important as it enables the company in enhancing customer satisfaction. This study aims to determine the educational background differences in complaint behavior among automobile repairs and service cons
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Determining the Educational Background Differences in Complaint Behavior Among Automobile Repairs and Service Consumers in Shah Alam, Malaysia Azmi Mat, Aini Mat Said, Elistina Abu Bakar, Zarina Abdul Munir, and Nur Liana Kori
Abstract Understanding consumers’ complaint behavior is very important as it enables the company in enhancing customer satisfaction. This study aims to determine the educational background differences in complaint behavior among automobile repairs and service consumer in Shah Alam. Data for the study was collected using self-administered questionnaire among 400 respondents who sent their cars for servicing at eight selected service centers representing four top car brands sold in the country for the year 2011. Those who had experienced a service failure within the past 12 months with the respective service center were selected as respondents. They consisted of 60.8 % females with an average age of 28.5 years, and majority of the respondents had tertiary education level. The result indicates that, demographically, complainers are more likely to be female and better educated. Keywords Complaint behavior • Dissatisfaction • Educational background words
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Introduction
Understanding consumer complaint behavior is important in the present competitive business environment as it serves as a quality improvement tool in enhancing customer satisfaction especially with regard to supply of services. Unlike the supply of goods in which the quality of the products can be assessed before a particular sale, a supply of services involves human activities that cannot be subject to such
A. Mat (*) • Z.A. Munir • N.L. Kori Faculty of Business Management, UiTM, Selangor, Malaysia e-mail: [email protected]; [email protected]; [email protected] A.M. Said • E.A. Bakar Resource Management & Consumer Studies, UPM, Selangor, Malaysia e-mail: [email protected]; [email protected] © Springer Science+Business Media Singapore 2016 N.Z. Mohd Sidek et al. (eds.), Proceedings of the ASEAN Entrepreneurship Conference 2014, DOI 10.1007/978-981-10-0036-2_7
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control. In addition, consumers experience a greater distasteful with services compared to the products. The area of car servicing and repairing is a good example of consumer services since consumers’ mobility depends upon the conditions of their motor vehicle [1]. Complaint should not be viewed as a problem. The era during which consumers took everything that was offered by the marketers is now gone. However, studies on consumer complaint behavior that have been conducted in Malaysia are relatively few especially the concern on complaint behavior in motor vehicle repairs and service industry. Among the examples are a study conducted by [2] on consumer complaint behavior among bank consumers, which attempts to discriminate complainers and non-complainers [3], and a study on dissatisfaction attribution and complaining behavior of public library users in Federal Territory of Labuan [4], just to name a few. To
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