Abstract:
The purpose of this research is to extend an understanding of how Black and White South
African consumers’ causal attributions for major household appliance performance
failures impact on their anger and subsequent complaint behaviour. A survey was
administered to Black and White South African consumers who were dissatisfied with the
performance of a major household appliance item. Respondents resided in a major
metropolitan area. The findings showed that, compared to Whites, the Black South
Africans felt a low but significantly higher external locus of causality and lower control,
and experienced a higher level of anger regarding product failure. The level of anger
determined the decision to take complaint action, but racial group determined the type of
action taken. Blacks complained more actively to retailers and engaged more in private
complaint action than Whites. These findings may show that Black South Africans are
developing a more individualistic orientation as consumers. Therefore, researchers
should consider the effect of cultural swapping when researching consumer behaviour in
multicultural countries. Implications for retailers in terms of complaint handling are
indicated.
