The influence of payer vs partial payers on customers' complaint intentions: The mediating role of embarrassment avoidance

Chia Jung Chang, Hui Hsiung Huang, Pei Ru Li, Chien Yuan Hung

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

The purposes of this article are to examine the effect of payer vs. partial payers on consumer complaint behavior when encountering service failure and the mediating role of consumers' embarrassment avoidance in the relationship between payer vs. partial payers and complaint intentions. The results demonstrate that paying customers behave higher complaint intentions when they are alone than when in groups under a service failure condition. In addition, customers encountering service failures are more likely to have voice complaints when they are payers than when they are partial payers (either splitting the group check equally or going Dutch). More importantly, the findings of our study support the view that embarrassment avoidance partially mediates the effect of payer vs. partial payers and customers' complaint intentions.

Original languageEnglish
Title of host publicationProceedings of the 2017 IEEE International Conference on Applied System Innovation
Subtitle of host publicationApplied System Innovation for Modern Technology, ICASI 2017
EditorsTeen-Hang Meen, Artde Donald Kin-Tak Lam, Stephen D. Prior
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages1871-1874
Number of pages4
ISBN (Electronic)9781509048977
DOIs
Publication statusPublished - 2017 Jul 21
Event2017 IEEE International Conference on Applied System Innovation, ICASI 2017 - Sapporo, Japan
Duration: 2017 May 132017 May 17

Publication series

NameProceedings of the 2017 IEEE International Conference on Applied System Innovation: Applied System Innovation for Modern Technology, ICASI 2017

Other

Other2017 IEEE International Conference on Applied System Innovation, ICASI 2017
CountryJapan
CitySapporo
Period17/5/1317/5/17

Keywords

  • Embarrassment avoidance
  • Group consumption
  • Social influence

ASJC Scopus subject areas

  • Computer Networks and Communications
  • Computer Science Applications
  • Hardware and Architecture
  • Safety, Risk, Reliability and Quality
  • Mechanical Engineering
  • Media Technology
  • Health Informatics
  • Instrumentation

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  • Cite this

    Chang, C. J., Huang, H. H., Li, P. R., & Hung, C. Y. (2017). The influence of payer vs partial payers on customers' complaint intentions: The mediating role of embarrassment avoidance. In T-H. Meen, A. D. K-T. Lam, & S. D. Prior (Eds.), Proceedings of the 2017 IEEE International Conference on Applied System Innovation: Applied System Innovation for Modern Technology, ICASI 2017 (pp. 1871-1874). [7988312] (Proceedings of the 2017 IEEE International Conference on Applied System Innovation: Applied System Innovation for Modern Technology, ICASI 2017). Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/ICASI.2017.7988312