Resumen de The role of meta-perceptions in customer complaining behavior

Dewi Tojib, Saman Khajehzadeh

• Purpose - This study demonstrates that meta-perceptions play a contributing role in customers� direct complaint intention.

  Design/methodology/approach - In an exploratory study, we identified different types of meta-perceptions. In a scenario-based experiment, we tested the interaction effect of service failure attribution and the perceived service failure severity on meta-perceptions and direct complaint intention.

  Findings - After experiencing service failure, customers amplify both positive and negative meta-perceptions. Depending on how customers attribute the service failure and perceive the magnitude of service failure, they evaluate these meta-perceptions differently which then determine their subsequent actions.

  Research limitations/implications - The use of hypothetical scenarios may not capture the richness of an actual service encounter. The study is limited to two service failure contexts: cable TV connection and restaurant booking.

  Practical implications - Service managers should design marketing strategies that can elevate customers� positive social image associated with voicing complaints.

  Originality/value - This study offers a new explanation in that some customers do not engage in direct complaining behavior owing to meta-perceptions that they develop during service failure.