Consumer complainants amongst internet users: an exploratory study with an agenda for further research

The Internet has had a greater impact on consumer behaviour than any other innovation in recent years. Previous research has identified certain demographic traits of consumer who complain yet these demographic triggers are markedly different to the demographic profile of Internet users. This leads to the generation of several research questions that need to be considered to enable the development of effective strategies that need to be implemented to deal with the issues raised by this most important group of stakeholders - the users.