Consumer complaint behaviour in sport consumption: a theoretical model

Volkov, Michael and Summers, Jane and Johnson Morgan, Melissa (2005) Consumer complaint behaviour in sport consumption: a theoretical model. In: ANZMAC 2005: Broadening the Boundaries, 5-7 Dec 2005, Fremantle, Western Australia.

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In this study, traditional consumer complaint behaviours (CCBs) are re-examined in an experiential context; specifically, the consumption of live sport. It is proposed that these behaviours are not motivated by the 'traditional' antecedents, and further, that they are not enacted with the purpose of reducing dissonance. Instead, it would appear that traditional CCBs, such as private responses, direct voicing and third party action take on a more functional role in the sport consumption experience. The possibility exists that for some spectators, these CCBs, which have been traditionally classified as negative, actually contribute to overall enjoyment of, and satisfaction with, a sport consumption experience. A review of literature in the area is presented, and a theoretical model of CCB in the experiential context is offered.

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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Publisher: University of Western Australia
Item Status: Live Archive
Additional Information (displayed to public): Copyright retained by author. Conference website:
Depositing User: epEditor USQ
Faculty / Department / School: Historic - Faculty of Business - Department of Marketing and Tourism
Date Deposited: 11 Oct 2007 00:20
Last Modified: 02 Jul 2013 22:32
Uncontrolled Keywords: shopping centre; consumer complaint behaviours (CCB); sport consumption
Fields of Research (FoR): 17 Psychology and Cognitive Sciences > 1701 Psychology > 170114 Sport and Exercise Psychology
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)

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