Consumer complaint behaviour in sport consumption: a theoretical model
Paper
Paper/Presentation Title | Consumer complaint behaviour in sport consumption: a theoretical model |
---|---|
Presentation Type | Paper |
Authors | Volkov, Michael (Author), Summers, Jane (Author) and Johnson Morgan, Melissa (Author) |
Editors | Purchase, Sharon |
Journal or Proceedings Title | Proceedings of the 2005 Australian and New Zealand Marketing Academy Conference (ANZMAC 2005) |
Number of Pages | 8 |
Year | 2005 |
Place of Publication | Fremantle, Western Australia |
ISBN | 064645546X |
Web Address (URL) of Paper | http://www.anzmac.org/conf2005 |
Web Address (URL) of Conference Proceedings | http://anzmac2005.conf.uwa.edu.au |
Conference/Event | Australian and New Zealand Marketing Academy Conference (ANZMAC 2005): Broadening the Boundaries |
Event Details | Australian and New Zealand Marketing Academy Conference (ANZMAC 2005): Broadening the Boundaries Parent ANZMAC Conference Event Date 05 to end of 07 Dec 2005 Event Location Fremantle, Australia |
Abstract | In this study, traditional consumer complaint behaviours (CCBs) are re-examined in an experiential context; specifically, the consumption of live sport. It is proposed that these behaviours are not motivated by the 'traditional' antecedents, and further, that they are not enacted with the purpose of reducing dissonance. Instead, it would appear that traditional CCBs, such as private responses, direct voicing and third party action take on a more functional role in the sport consumption experience. The possibility exists that for some spectators, these CCBs, which have been traditionally classified as negative, actually contribute to overall enjoyment of, and satisfaction with, a sport consumption experience. A review of literature in the area is presented, and a theoretical model of CCB in the experiential context is offered. |
Keywords | shopping centre; consumer complaint behaviours (CCB); sport consumption |
ANZSRC Field of Research 2020 | 520107. Sport and exercise psychology |
350606. Marketing research methodology | |
350605. Marketing management (incl. strategy and customer relations) | |
Public Notes | Copyright retained by author. |
Byline Affiliations | School of Management and Marketing |
https://research.usq.edu.au/item/9x8x1/consumer-complaint-behaviour-in-sport-consumption-a-theoretical-model
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