Şikâyet Etmeye Yönelik Tavirlarin Sadakat Üzerindeki Etkileri:Çin ve Amerikan Bakış Açılarının Karşılaştırılması
Effects of Attitude towards Complaining On Loyalty: Comparing Chinese and American Perceptions

Summary/Abstract: Some unhappy consumers chose to complain while majority just walk away.Consumer complaining behavior literature has long been examining the root causes for consumer complaining decision. Individuals’ attitudes, which are ultimately affected by society they are living in, are one of the well-accepted and supported reasons behind this decision. Several scholars have successfully used Ajzen and Fishbein’s (1980) ‘theory of reasoned action’ as a base while explaining consumers’ ‘attitudes toward complaining’ in several different cultural settings. Yet, there is a paucity of crosscultural research investigating attitudes towards complaining. China and America are ideal examples of their culture clusters, thus, studying these two cultures may provide very significant implications for both industry practitioners and academics. In this vein, current research aims (i) to find possible effects of attitude towards complaining on intentions to remain loyal to hotels and (ii) to compare Chinese and American perceptions. To do so, self-administrated questionnaires are collected from 1,822 conveniently selected graduate students in both locations. Results revealed that Chinese respondents tend to forgive and forget failures whereas Americans go to third parties in search of a remedy. Discussion of the findings, implications and limitations are also presented.

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