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Assignment # 15
Describe complaining behavior and discuss places where a marketer should be on the
watch for evidence of problems with their service or value propositions based on
complaining. What can companies do to address complaints? Response should be no less
than one page.
Complaint behavior is an especially interesting area within the study of consumer
satisfaction and dissatisfaction due to its implications in the management of Business. The
definitions of complaint behavior that can be found in the literature. They are scarce. One of the
most representative is that of Singh (1988: p.94), which describes the complaint behavior as “a
set of multiple responses (behavioral and non-behavioral behavioral) that may have been
