Consumer complaint behaviour in sport consumption

Paper

Volkov, Michael, Johnson Morgan, Melissa and Summers, Jane. 2005. "Consumer complaint behaviour in sport consumption." Pitts, Brenda G. (ed.) 2nd Annual Sport Marketing Association Conference: Where Sport Marketing Theory meets Practice (SMA 2004). Memphis, TN, United States 18 - 20 Nov 2004 Morgantown, WV. United States.
Paper/Presentation Title

Consumer complaint behaviour in sport consumption

Presentation TypePaper
AuthorsVolkov, Michael (Author), Johnson Morgan, Melissa (Author) and Summers, Jane (Author)
EditorsPitts, Brenda G.
Journal or Proceedings TitleWhere Sport Marketing Theory Meets Practice: Selected Papers from the Second Annual Conference of the Sport Marketing Association (SMA 2004)
Number of Pages15
Year2005
Place of PublicationMorgantown, WV. United States
ISBN1885693672
Conference/Event2nd Annual Sport Marketing Association Conference: Where Sport Marketing Theory meets Practice (SMA 2004)
Event Details
2nd Annual Sport Marketing Association Conference: Where Sport Marketing Theory meets Practice (SMA 2004)
Event Date
18 to end of 20 Nov 2004
Event Location
Memphis, TN, United States
Abstract

While consumer complaint behaviour, and specifically voicing, has been extensively investigated from the
perspective of goods (see Volkov et al., 2003, for a review), there have been fewer studies investigating consumer voicing with regard to services (Andreasen, 1984, 1985; Singh, 1988, 1990; Zeithaml, Berry, & Parasuraman, 1996). Further, no research can be identified in the extant literature with respect to experiential consumer voicing. This research proposes an examination of voicing behaviour of consumers in an experiential consumption setting and uses sport consumption as the context. A review of literature in the area is presented and a proposal for experiential research is offered.
In experiential consumption settings, consumers are more likely to experience emotional reactions to, and be actively involved in, the experience than in traditional consumption episodes (Addis & Holbrook, 2001; Hoffman, Kumar, & Novak, 2003; Lofman, 1991). Further, experiential consumption episodes involve greater emotional processing, more activity, more evaluation, but less overall cognitive processing than traditional episodes (Lofman, 1991), which in turn is likely to result in different consumer behaviour
in these experiential settings.
In this study, traditional consumer complaint behaviours are re-examined in an experiential context; specifically, consumption of live sport. It is proposed that these behaviours are not motivated by the traditional antecedents of anger and involvement and, further, that they are not enacted with the purpose of reducing dissonance. Instead, it would appear that traditional complaint behaviour concepts such as voicing, overt aggression, and assignment of blame take on a more functional role in the sport consumption experience. The possibility exists that for some spectators these complaining behaviours that have traditionally been classified as negative, actually contribute to overall enjoyment of, and satisfaction with, a sport consumption experience.

Keywordssports attendance; complaint motivation; complaining behaviour; consumer complaint behaviour; voicing
ANZSRC Field of Research 2020350602. Consumer-oriented product or service development
350405. Sport and leisure management
520599. Social and personality psychology not elsewhere classified
Public Notes

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Byline AffiliationsSchool of Management and Marketing
Book TitleWhere sport marketing theory meets practice: selected papers from the Second Annual Conference of the Sports Marketing Association
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Powell, Brendan, Lawley, Meredith and Johnson Morgan, Melissa. 2008. "I'm not playing anymore: developing a model of why consumers stop playing social sport." Spanjaard, Daniela, Denize, Sara and Sharma, Neeru (ed.) ANZMAC 2008: Shifting the Focus from Mainstream to Offbeat. Sydney, Australia 01 - 03 Dec 2008 Australia.
Roll up, roll up! The effect of social crowding on consumer enjoyment of special event entertainment
Sit, Jason and Johnson Morgan, Melissa. 2008. "Roll up, roll up! The effect of social crowding on consumer enjoyment of special event entertainment." Spanjaard, Daniela, Denize, Sara and Sharma, Neeru (ed.) ANZMAC 2008: Shifting the Focus from Mainstream to Offbeat. Sydney, Australia 01 - 03 Dec 2008 Australia.
More than just the media: considering the role of public relations in the creation of sporting celebrity and the management of fan expectations
Summers, Jane and Johnson Morgan, Melissa. 2008. "More than just the media: considering the role of public relations in the creation of sporting celebrity and the management of fan expectations." Public Relations Review. 34 (2), pp. 176-182. https://doi.org/10.1016/j.pubrev.2008.03.014
An exploratory study of Australian agribusiness organisations and their selection of e-business models for conducting B2B e-commerce
Ng, Eric, Lawley, Meredith and Summers, Jane. 2004. "An exploratory study of Australian agribusiness organisations and their selection of e-business models for conducting B2B e-commerce." 2004 Inaugural Academy of World Business, Marketing and Management Development Conference: The Challenge of Inter-Disciplinary Perspectives & Globalization in the 21st Century . Gold Coast, Australia 13 - 16 Jul 2004 Perth, Australia.
Which B2B e-business model: the case of Australian agribusiness organisations
Ng, Eric, Lawley, Meredith and Summers, Jane. 2003. "Which B2B e-business model: the case of Australian agribusiness organisations." Geursen, G., Kennedy, R. and Tolo, M. (ed.) ANZMAC 2003: Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution. Adelaide, Australia 01 - 03 Dec 2003 Melbourne, Australia.
Understanding consumer responses to special event entertainment (SEE) in shopping centres
Sit, Jason, Johnson Morgan, Melissa and Summers, Jane. 2006. "Understanding consumer responses to special event entertainment (SEE) in shopping centres." Yu, Chian Son and Wang, Chih Chien (ed.) 2006 International Conference on Business and Information (BAI 2006). Singapore 12 - 14 Jul 2006 Taiwan.
Sponsorship leveraging improves consumer attitudes and purchase intentions towards the sponsoring brand - but is it relevant for FMCG packaging?
Woodside, Frances M., Summers, Jane and Johnson Morgan, Melissa. 2007. "Sponsorship leveraging improves consumer attitudes and purchase intentions towards the sponsoring brand - but is it relevant for FMCG packaging?" Thyne, Maree, Deans, Kenneth R. and Gnoth, Juergen (ed.) ANZMAC 2007: 3Rs Reputation, Responsibility and Relevance: Doctoral Colloquium Writing Workshop. Dunedin, New Zealand 30 Nov - 02 Dec 2007 Dunedin, New Zealand.
People who complain about advertising: the aficionados, guardians, activists and seekers
Volkov, Michael, Harker, Michael and Harker, Debra. 2006. "People who complain about advertising: the aficionados, guardians, activists and seekers." Journal of Marketing Management. 22 (3-4), pp. 379-405. https://doi.org/10.1362/026725706776861154
Consumer complaint actions: a conceptual model based on complainants about advertising in Australia
Volkov, Michael. 2003. "Consumer complaint actions: a conceptual model based on complainants about advertising in Australia." Journal of New Business Ideas and Trends. 1 (1), pp. 50-60.
Evoking the past: exploring nostalgia's relevance to sport consumption
McColl-Kennedy, Janet, Summers, Jane and Johnson Morgan, Melissa. 2001. "Evoking the past: exploring nostalgia's relevance to sport consumption." Tidwell, Paula M. and Muller, Thomas E. (ed.) Association for Consumer Research 2000 Asia Pacific Conference. Gold Coast, Australia 16 - 18 Mar 2000 Provo, UT. United States.
Consumer construction of sport consumption experiences through role play: a literature review
Volkov, Michael, Johnson Morgan, Melissa and Summers, Jane. 2007. "Consumer construction of sport consumption experiences through role play: a literature review." James, Jeffrey D. (ed.) 4th Annual Sport Marketing Association Conference: Sport Marketing Across the Spectrum: Research from Emerging, Developing and Established Sholars (SMA 2006). Denver, Colorado 04 - 06 Nov 2006 Morganstown, VA.
Assessment of online reflections: engaging english second language (ESL) students
Birch, Dawn and Volkov, Michael. 2007. "Assessment of online reflections: engaging english second language (ESL) students." Australasian Journal of Educational Technology. 23 (3), pp. 291-306.
E-marketing strategy: an exploratory investigation into Chinese business use of the Internet
Johnson Morgan, Melissa, Lawley, Meredith and Spinks, Wendy. 2006. "E-marketing strategy: an exploratory investigation into Chinese business use of the Internet." Ali, Yunus and van Dessel, Maria (ed.) ANZMAC 2006: Advancing Theory, Maintaining Relevance. Brisbane Australia 04 - 06 Dec 2006 Brisbane, Australia.
The effect of sponsorship endorsed packaging on consumer attitudes: a conceptual enquiry
Woodside, Frances M., Summers, Jane and Johnson Morgan, Melissa. 2006. "The effect of sponsorship endorsed packaging on consumer attitudes: a conceptual enquiry." Ali, Yunus and van Dessel, Maria (ed.) ANZMAC 2006: Advancing Theory, Maintaining Relevance. Brisbane Australia 04 - 06 Dec 2006 Brisbane, Australia.
The impact of parental style on sports consumption preferences of teenagers: an exploratory investigation in the Asia Pacific region
Summers, Jane and Johnson Morgan, Melissa. 2006. "The impact of parental style on sports consumption preferences of teenagers: an exploratory investigation in the Asia Pacific region." Asian Journal of Marketing (National University of Singapore). 12 (1), pp. 23-34.
The impact of structure on marketing success in Australian Rules Football clubs
Johnson Morgan, Melissa, Summers, Jane and West, Kristy. 2006. "The impact of structure on marketing success in Australian Rules Football clubs." Fullerton, Sam and Moore, David (ed.) International Conference of the Academy of Business Administration (2005). Prague, Czech Republic 03 - 07 Aug 2005 Ypsilanti, Michigan, USA.
Sports consumption behaviour among generation Y in mainland China
Johnson Morgan, Melissa, Summers, Jane and Jocumsen, Graham. 2006. "Sports consumption behaviour among generation Y in mainland China." Fullerton, Sam and Moore, David (ed.) International Conference of the Academy of Business Administration (2006). Munich, Germany 16 - 20 Aug 2006 Ypsilanti, Michigan, USA.
Sponsorship of fast moving consumer goods - does packaging endorsement contribute to brand attitude?
Woodside, Frances M., Summers, Jane and Johnson Morgan, Melissa. 2006. "Sponsorship of fast moving consumer goods - does packaging endorsement contribute to brand attitude?" Fullerton, Sam and Moore, David (ed.) International Conference of the Academy of Business Administration (2006). Munich, Germany 16 - 20 Aug 2006 Ypsilanti, Michigan, USA.
Factors influencing consumer intentions to purchase seasonally discounted athletic footware in Thailand
Summers, Jane, Lorterapong, Atasit and Johnson Morgan, Melissa. 2006. "Factors influencing consumer intentions to purchase seasonally discounted athletic footware in Thailand." Fullerton, Sam and Moore, David (ed.) International Conference of the Academy of Business Administration (2006). Munich, Germany 16 - 20 Aug 2006 Ypsilanti, Michigan, USA.
Defining consumer responses to special event entertainment (SEE): key constructs and propositions
Sit, Jason, Johnson Morgan, Melissa and Summers, Jane. 2006. "Defining consumer responses to special event entertainment (SEE): key constructs and propositions." Ali, Yunus and van Dessel, Maria (ed.) ANZMAC 2006: Advancing Theory, Maintaining Relevance. Brisbane Australia 04 - 06 Dec 2006 Brisbane, Australia.
Teenage motivations for sport related consumption in Australia
Summers, Jane, Johnson Morgan, Melissa and Kanoyangwa, Ranganai. 2007. "Teenage motivations for sport related consumption in Australia." Pitts, Brenda G. (ed.) 3rd Annual Sport Marketing Association Conference: Sport Marketing in the New Millennium (SMA 2005). Tempe, Arizona 10 - 12 Nov 2005 Morgantown, WV. United States.
Students' perceptions of compulsory asynchronous online discussion
Birch, Dawn and Volkov, Michael. 2005. "Students' perceptions of compulsory asynchronous online discussion." Purchase, Sharon (ed.) Australian and New Zealand Marketing Academy Conference (ANZMAC 2005): Broadening the Boundaries. Fremantle, Australia 05 - 07 Dec 2005 Fremantle, Western Australia.
Who's complaining? Using MOSAIC to identify the profile of complainants
Volkov, Michael, Harker, Debra and Harker, Michael. 2005. "Who's complaining? Using MOSAIC to identify the profile of complainants." Marketing Intelligence and Planning. 23 (3), pp. 296-312.