publication . Master thesis . 2017

Shyness in consumer behavior

Kusterer, Sandra;
Open Access English
  • Published: 30 Jun 2017
  • Country: Portugal
Abstract
Shyness is widespread among the population and affects a large group of consumers. Companies, however, have barely knowledge about this kind of consumers and their behavior. Particularly in the field of complaint management the barriers which prevent consumers of voicing a complaint are largely unknown and quite often companies are not aware of the dissatisfaction among their customers. Thus, this paper aims to analyze the impact of shyness on consumer complaint behavior. A survey-based approach was performed and it was detected that shy consumers have a slight preference for online over offline channels when complaining directly to the company. Further, shy con...
Subjects
ACM Computing Classification System: ComputingMilieux_COMPUTERSANDSOCIETY
free text keywords: Shyness, Complaint, Consumer behavior, Channel choice, :Ciências Sociais::Economia e Gestão [Domínio/Área Científica]
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