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首页> 外文期刊>International Journal of Business and Management >Complaint Behaviour between Generations and Its Transmissions: An Exploratory Study in Malaysia
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Complaint Behaviour between Generations and Its Transmissions: An Exploratory Study in Malaysia

机译：世代之间的投诉行为及其传播：马来西亚的一项探索性研究

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摘要

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 theories pertinent to complaint behaviour and social learning theory as the basis, the present study aims to look into complaint behaviour between two generations, namely the mothers and the daughters. A qualitative approach using dyad interview was employed in Malaysia to gain insights not only about their respective complaint behaviour but also its similarities and differences simultaneously. Subsequently, five pairs of mothers and daughters were interviewed. All interviews were transcribed and analyzed using content analysis. The findings show that while the mothers would most likely seek redress in person, complain to others verbally and take no action, the daughters tend to seek redress and tell others about it using electronic media. There is apparent similarity in seeking redress and ranting on between the mothers and daughters but the younger generation tends to do it via social media. The study thus serves as a precursor to future investigation on complaint behaviour by different generation cohorts in the same family and the potential transmission of behavioural values between them. Practical implications are provided.
机译：尽管有大量有关消费者投诉行为的营销文献，但从世代的角度来说明这种行为几乎没有做。年龄较大和较年轻的群体如何抱怨，以及后者是否从前者那里学习或继承行为价值观仍然未知。本研究以与投诉行为相关的理论和社会学习理论为基础，旨在探讨母亲和女儿两代之间的投诉行为。在马来西亚，采用了采用二分法访谈的定性方法，不仅可以了解他们各自的投诉行为，还可以洞悉其相似之处和不同之处。随后，采访了五对母女。所有访谈均被抄录并使用内容分析进行分析。研究结果表明，尽管母亲很可能会亲自寻求补救，口头向他人抱怨并且不采取任何行动，但女儿却倾向于寻求补救并使用电子媒体将其告知其他人。在母女之间寻求补救和谴责方面存在明显相似之处，但年轻一代倾向于通过社交媒体来做到这一点。因此，该研究成为未来调查同一家庭中不同世代队列及其之间潜在的行为价值传递方式的先驱。提供了实际意义。

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