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Journal of the Academy of Marketing Science
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A Voice From the Silent Masses: An Exploratory and Comparative Analysis of Noncomplainers

Clay M. Voorhees

Michigan State University

Michael K. Brady

David M. Horowitz

Florida State University

This study used a critical incident survey with both qualitative and quantitative sections to investigate noncomplainers. Noncomplainers are customers who experience service failures but do not voice complaints. The qualitative study (n = 149) explored reasons why customers do not complain after experiencing service failures. In the quantitative study (n = 530), two kinds of noncomplainers who either (a) received organization-initiated recoveries or (b) exited the encounters without recoveries were compared with three kinds of complaining customers who received (a) satisfactory recoveries, (b) dissatisfactory recoveries, or (c) no recoveries. The five customer groups were compared across repurchase intentions, negative affect, perceived regret, and intentions to engage in negative word of mouth. The results of the comparative analyses challenge existing views of noncomplainers' repurchase intentions and negative outcome levels.

Key Words: complaining behavior • service recovery • dissatisfaction • service failure • noncomplainers • service quality • qualitative data

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Journal of the Academy of Marketing Science, Vol. 34, No. 4, 514-527 (2006)
DOI: 10.1177/0092070306288762
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