The role of personality traits in online consumer complaint behavior andservice recovery expectation

Jen-Hung Huang1, Chiao-Chen Chang1
1National Chiao-Tung University, Taiwan
Cite this article:  Huang, J., & Chang, C. (2008). The role of personality traits in online consumer complaint behavior andservice recovery expectation. Social Behavior and Personality: An international journal, 36, 1223-1232.

Volume 36 Issue 9 | e1793 | Published: October 2008 | DOI: https://doi.org/10.2224/sbp.2008.36.9.1223

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To date, the literature on service failure and recovery has tended to be focused on bricks-and-mortar stores. In this study the relationships among service failures, consumer complaint behaviors, and service recovery expectations in an online setting were investigated. Data were collected from 252 respondents in a questionnaire survey. Results of multiple regression analysis show that personality traits in terms of Type A and locus of control may moderate the relationships among e-service failures, consumer complaint behaviors, and service recovery expectations. When e-service failures occur, Type A and internally oriented consumers engage in aggressive complaint behaviors and expect high service recovery efforts. Conversely, Type B and externally oriented consumers tend to tolerate e-service failures and refrain from complaining. Finally, theoretical and managerial implications are discussed.

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