Grouping complainers: An investigation of Complaint Behaviours Using Segmentation Analysis of Service Dimensions

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The purpose of this paper is to report findings related to university students' satisfaction, complaint intentions and related behaviours. This research segments the sample on satisfaction towards service quality dimensions using Servqual. A three cluster solution was identified, with a 'satisfied' segment; a 'dissatisfied' segment and a 'people, not physical' segment. Having segmented the participants, the three clusters are then profiled with complaint intentions and behaviours. The 'satisfied' group has the highest intention to complain, yet appears to be willing to forgive and forget after they have complained. The 'unsatisfied' group is underwhelmed with service offering and is more likely to complain to other students and the lecturer. The third group 'people, not physical' seems happy with people, yet is unhappy with the physical environment and has the highest past complaint behaviour, would strongly consider further complaints.
Original languageEnglish
Title of host publicationANZMAC 2012
Subtitle of host publicationSharing the Cup of Knowledge
Place of PublicationAustralia
Number of pages9
Publication statusPublished - 2012
EventAustralian and New Zealand Marketing Academy Conference: ANZMAC 2012 - Hilton Hotel, Adelaide, Australia
Duration: 03 Dec 201205 Dec 2012 (ANZMAC 2012 Proceedings)


ConferenceAustralian and New Zealand Marketing Academy Conference
Abbreviated titleSharing the Cup of Knowledge
Internet address


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