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Voice, Exit, and Negative Word-of-Mouth Behaviors: An Investigation Across Three Service Categories
Jagdip Singh
Case Western Reserve University
Drawing upon Hirschman's (1970) framework for Exit, Voice and Loyalty, a model is proposed which predicts and explains variation in voice, exit, and negative work-of-mouth behaviors. The findings from extant consumer complaining behavior (CCB) literature are also incorporated into the hypothesized model. Using data from customer dissatisfac tion with three different service categories, the proposed model is subjected to empirical investigation. Despite the parsimony of Hirschman's framework, results show that the hypothesized model provides good model-fit indices in each of the three data sets. In addition, the explanatory power of the model is encouraging, ranging from 36 percent to 50 percent variance explained. However, the support for the hypothesized pattern of CCB rates across the service categories is mixed. Specifically, while voice responses con form to the hypothesized pattern, exit responses do not. Im plications stemming from a comparative analysis of the results are discussed, and directions for future research out lined.
Journal of the Academy of Marketing Science, Vol. 18, No. 1,
1-15 (1990)
DOI: 10.1177/009207039001800101
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