In extensive view of consumers’ complaint behavior research area,
choosing specific complaint channels has been considered as a
phenomenon. Although, existing literatures explored much on the
consumption behavior of products and services, exploring on the choice
of complaint channels still in infancy level. Moreover, investigation of
channel-choice for complaining is not done extensively. This study
provides a brief overview on complaint responses and classifications of
consumer complaining behavior (CCB). Consequently, a suitable
classification of complaint reactions with regard to complaint channels
is discussed in details. The researchers suggested three aspects which
are vital for service providers in order to retain existing consumers and
seek for new consumers and acquire positive word of mouth; (1) the
service providers required to encourage consumers to make complains
(2) complaint channels should be easily accessible for consumers and (3)
existence of smooth complaint handling process. The development of this
extensive literature review, suggestions and conceptualization would be
helpful for researchers while they aim for further empirical investigation
of consumers complaining behavior and complaint channels.
