Complaint Behaviour between Generations and Its Transmissions: An Exploratory Study in Malaysia

• Main Authors: Hiram, Ting, Wong, Winnie Poh-Ming, Ernest Cyril, de Run
• Format: Article
• Language: English
• Published: Canadian Center of Science and Education 2016
• Subjects: H Social Sciences (General)
• Online Access: http://ir.unimas.my/id/eprint/14263/1/Complaint.pdf; http://ir.unimas.my/id/eprint/14263/; http://dx.doi.org/10.5539/ijbm.v11n11p279

Despite the abundance of marketing literature on consumer complaint behaviour, little is done to explicate such behaviour from generational perspectives. How the older and younger groups complain, and whether the latter learn or inherit behavioural values from the former remain unknown. Using theo...