Volkov, Michael and Johnson Morgan, Melissa and Summers, Jane (2005) Consumer complaint behaviour in sport consumption. In: 2nd Annual Sport Marketing Association Conference: Where Sport Marketing Theory meets Practice (SMA 2004), 18-20 Nov 2004, Memphis, TN, United States.
While consumer complaint behaviour, and specifically voicing, has been extensively investigated from the perspective of goods (see Volkov et al., 2003, for a review), there have been fewer studies investigating consumer voicing with regard to services (Andreasen, 1984, 1985; Singh, 1988, 1990; Zeithaml, Berry, & Parasuraman, 1996). Further, no research can be identified in the extant literature with respect to experiential consumer voicing. This research proposes an examination of voicing behaviour of consumers in an experiential consumption setting and uses sport consumption as the context. A review of literature in the area is presented and a proposal for experiential research is offered. In experiential consumption settings, consumers are more likely to experience emotional reactions to, and be actively involved in, the experience than in traditional consumption episodes (Addis & Holbrook, 2001; Hoffman, Kumar, & Novak, 2003; Lofman, 1991). Further, experiential consumption episodes involve greater emotional processing, more activity, more evaluation, but less overall cognitive processing than traditional episodes (Lofman, 1991), which in turn is likely to result in different consumer behaviour in these experiential settings. In this study, traditional consumer complaint behaviours are re-examined in an experiential context; specifically, consumption of live sport. It is proposed that these behaviours are not motivated by the traditional antecedents of anger and involvement and, further, that they are not enacted with the purpose of reducing dissonance. Instead, it would appear that traditional complaint behaviour concepts such as voicing, overt aggression, and assignment of blame take on a more functional role in the sport consumption experience. The possibility exists that for some spectators these complaining behaviours that have traditionally been classified as negative, actually contribute to overall enjoyment of, and satisfaction with, a sport consumption experience.
|Item Type:||Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)|
|Additional Information:||Permanent restricted access to paper due to publisher copyright restrictions. Conference held 2004, but not published until 2005.|
|Uncontrolled Keywords:||sports attendance; complaint motivation; complaining behaviour; consumer complaint behaviour; voicing|
|Depositing User:||Dr Melissa Johnson Morgan|
|Date Deposited:||18 Mar 2010 10:29|
|Last Modified:||02 Jul 2013 23:41|
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