Consumer complaint behavior

case of adult university students in the context of restaurants in the city of Trujillo, 2015

Abstract

The present study analyzes the complaint behavior of the consumer of restaurant services in the city of Trujillo (Peru), with the aim of determining the predominant complaint behavior. This is a quantitative, non-experimental, descriptive, cross-sectional study that has used a non-probabilistic convenience sample: a total of 284 adult students who work and study at a local university. A structured questionnaire was applied based on the dimensions and indicators established in the study by Liu and McClure (2001). The results indicate that the type of response prevalent in the Trujillo consumer is that corresponding to private responses, over complaint responses and to third parties. Also, taking into account the service stages, the results indicate that the highest proportion of complaints are presented in two stages of service: at the time of order and delivery of the service, as well as at the time of food consumption.