Consumer Dissatisfaction: A Cross-Cultural Comparison

Journal of International Business and Economics, Vol. 2, No. 1, pp. 99-110, 2004

12 Pages Posted: 4 Jul 2009

See all articles by William J. Lundstrom

William J. Lundstrom

Cleveland State University

D. Steven White

University of Massachusetts at Dartmouth - Charlton College of Business

Andrew McAuley

University of Stirling - Department of Marketing

Date Written: October 1, 2004

Abstract

Lundstrom and Lamont's seminal article on consumer discontent was published in 1976. Since that time, the literature on consumer discontent has evolved and fragmented. New research themes include consumer satisfaction, customer relationship management, and consumer complaint behavior. While there have been significant efforts to reduce customer complaints, enhance relationships and improve the quality of the consumer purchasing experience in the last three decades, the question remains whether the construct is pervasive across cultures in similar form. The purpose of this study is to revisit consumer discontent as a construct and determine whether there are similarities across cultures. A factor analytic comparison is made between samples of U.S. and U.K. business student/consumers and shows markedly dissimilar structures.

Keywords: consumer discontent, international marketing, factor analysis

JEL Classification: M3, M31

Suggested Citation

Lundstrom, William J. and White, D. Steven and McAuley, Andrew, Consumer Dissatisfaction: A Cross-Cultural Comparison (October 1, 2004). Journal of International Business and Economics, Vol. 2, No. 1, pp. 99-110, 2004, Available at SSRN: https://ssrn.com/abstract=1429805

William J. Lundstrom

Cleveland State University ( email )

Cleveland, OH 44115
United States

D. Steven White (Contact Author)

University of Massachusetts at Dartmouth - Charlton College of Business ( email )

Department of Management & Marketing
285 Old Westport Road
North Dartmouth, MA 02747-2300
United States
5089998267 (Phone)

Andrew McAuley

University of Stirling - Department of Marketing ( email )

Stirling, Scotland FK9 4LA
United Kingdom

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