Product-specific variables and demographics influence consumers' intention to complain following clothing product performance failure?

Abstract

Although the clothing retail industry spends valuable resources developing and distributing products, it is becoming increasingly difficult to satisfy consumers. Consumers have high expectations about the functional, expressive and symbolic value associated with clothing. Product dissatisfaction could lead to redress-seeking behaviour and negative repurchase behaviour. Consumers may directly complain to retailers (second parties) or third parties, including newspapers and consumer protection organisations. They may also indirectly or privately express dissatisfaction through traditional negative word-of-mouth or boycotting the retailer. With the advent of the Internet, traditional word-of-mouth has evolved into electronic word-of-mouth (eWOM), allowing consumers to interact with retailers anywhere. Despite existing literature on consumer complaint behaviour in general and particularly complaint behaviour about clothing products, limited research exists about the factors influencing South African consumers' complaint intention due to clothing product failure. This study employed a quantitative research approach using a cross-sectional survey design to describe the relationship between selected product-specific variables, i.e., product cost, product durability, product dissatisfaction, and the severity of the product failure; consumer-related variables, i.e., demographics; and consumer complaint intentions following perceptions of clothing product performance failure. Clothing consumers 19 years or older who reside across South Africa were the unit of analysis. The data was collected with an online questionnaire and analysed using descriptive and inferential statistics. Respondents had to indicate anticipated clothing product failures based on iv a product failure scenario. Items adapted from existing scales were used to measure perceptions of clothing performance failures, consumer complaint intentions, and selected product-specific variables, including product dissatisfaction, product failure severity, and price and durability related to specific consumer complaint behavioural intentions. Respondents had to rate the severity of the anticipated failure and their level of dissatisfaction. Respondents indicated the type of complaint actions they would employ. The results show that most respondents expect structural failures to be more pertinent than aesthetic failures. The EFA resulted in four factors: electronic complaints (Factor 1), complaining to the retailer and consumer protection organisation (Factor 2), switching intention (Factor 3), and negative word-of-mouth (Factor 4). Electronic complaints (negative electronic word-of-mouth) and complaints to the retailer and consumer protection organisation had the lowest mean scores, indicating relatively weak complaint intentions. Switching intention had the highest mean score, followed by negative word-of-mouth, indicating relatively pertinent complaint intentions. Therefore, consumers who purchase much desired expensive clothing items would probably be likely to switch brands or retailers or tell significant others about the product problem when a product failure occurs. However, their intentions to contact the retailer or a consumer protection organisation or to communicate to a broader consumer audience using negative electronic wordof-mouth are relatively weak. Almost all of the respondents indicated they would be very to extremely dissatisfied with the product failure, and most stated the failure would be very to extremely severe. Product price seemed to play a more prominent role in the intentions to contact family/friends or the retailer than product failure severity. Separate univariate ANOVAs were done to compare the effect of the different independent variables on the specific dependent variable. Age, population group, and the likelihood of complaining to the retailer, the higher the product price significantly affected electronic complaint intention (Factor 1). Age, population group, education, product failure severity, the likelihood of telling friends or family, the higher the product price, and the likelihood of complaining to the retailer, the higher the product price affected intention to complain to the retailer and consumer protection organisations (Factor 2). Only product failure dissatisfaction and the likelihood of telling friends or family the more durable the product significantly affected switching intention (Factor 3). Age, product failure dissatisfaction, product failure severity, the likelihood of telling family and friends, the higher the product price, and the likelihood of telling family and friends about the problem, the more durable the product had a significant effect on negative word-of-mouth intention (Factor 4) v Dissatisfied consumers were more likely to engage in private complaint actions when clothing product failure occurs. Respondents had a relatively strong intention to inform their family or friends about their dissatisfaction by telling them in person (or by phoning them) and WhatsApping them. Respondents were also more likely to switch brands and boycott the retailer. Respondents had relatively weak electronic complaint intentions and intentions to complain to retailers and consumer protection organisations. Electronic word-of-mouth and complaints to retailers or consumer protection organisations are visible to retailers. Therefore, retailers should encourage dissatisfied consumers to complain to them to build sustainable long-term relationships with consumers, which are much more profitable in the long run. This study has practical implications for retailers and manufacturers in providing products that best meet consumers' expectations and establishing effective return policies and customer complaint-handling programmes.