Consumer complaint behaviour, warranty and warranty claim: Brief overview

Abstract

The consumer complaint behaviour is an area of research, which deals with the identification and analysis of all the aspects involved in the consumer reaction to a product or a service failure and the consequent perceived dissatisfaction. The present study examines and reports the consumer complaint behaviour concerning warranty and warranty claim aspects. The main objective is to identify and comprehend consumer behaviour regarding complaint in relation to warranty and warranty claim. Based on literature review, the research findings suggest, warranty as well as warranty claim play significant role on consumer complaint behaviour. This study reviewing various aspects in the area of consumer complaint behaviour including warranty and warranty claim would be useful to marketing theory and practices for practitioners including scholars in marketing literature.