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Consumer complaint behaviour in sport consumption: a theoretical model

Volkov, Michael, Summers, Jane and Johnson Morgan, Melissa 2005, Consumer complaint behaviour in sport consumption: a theoretical model, in ANZMAC 2005 : Broadening the boundaries, conference proceedings, ANZMAC, Dunedin, N.Z., pp. 66-73.

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Title Consumer complaint behaviour in sport consumption: a theoretical model
Author(s) Volkov, MichaelORCID iD for Volkov, Michael orcid.org/0000-0002-2459-4515
Summers, Jane
Johnson Morgan, Melissa
Conference name Australian & New Zealand Marketing Academy. Conference (2005 : Fremantle, Western Australia)
Conference location Fremantle, Western Australia
Conference dates 5-7 December 2005
Title of proceedings ANZMAC 2005 : Broadening the boundaries, conference proceedings
Editor(s) Purchase, Sharon
Publication date 2005
Conference series Australian and New Zealand Marketing Academy Conference
Start page 66
End page 73
Publisher ANZMAC
Place of publication Dunedin, N.Z.
Summary In this study, traditional consumer complaint behaviours (CCBs) are re-examined in an experiential context; specifically, the consumption of live sport. It is proposed that these behaviours are not motivated by the “traditional” antecedents, and further, that they are not enacted with the purpose of reducing dissonance. Instead, it would appear that traditional CCBs, such as private responses, direct voicing and third party action take on a more functional role in the sport consumption experience. The possibility exists that for some spectators, these CCBs, which have been traditionally classified as negative, actually contribute to overall enjoyment of, and satisfaction with, a sport consumption experience. A review of literature in the area is presented, and a theoretical model of CCB in the experiential context is offered.
Notes Reproduced with the kind permission of the copyright owner.
ISBN 064645546X
9780646455464
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1.1 Full written paper - refereed
Copyright notice ©2005, ANZMAC
Free to Read? Yes
Persistent URL http://hdl.handle.net/10536/DRO/DU:30006185

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.