Abstract

It has been argued that a higher propensity to complain in the customers and a lower degree of complaints-aversion in a firm/vender is important for the success of these business enterprises. The firms need to establish efficient systems and create a supportive climate to facilitate the consumers in registering complaints and then make sincere efforts to effectively resolve them so as to earn and/or re-earn the loyalty of the (dis-satisfied) consumers. This paper outlines and discusses the factors that lower down the propensity to complain in the consumers. The authors have classified these antecedents into controllable and uncontrollable factors. The controllable factors have further been sub-divided into the product-specific and the vender-specific factors whereas the uncontrollable/consumer related factors are subdivided into personal factors, demographic factors, sociological factors and psychological factors. Finally, all these factors are synthesized into the NYK Model of the consumers’ complaining behavior.