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Consumer Likelihood To Complain In The U.S. Commercial Airline Industry, Xinpei Lu

Theses and Dissertations

Consumer emotions play an important role in the marketplace nowadays, which can either directly or indirectly affect the marketing outcomes. Consumer complaints are believed to occur if consumers begin to generate negative emotions due to an unfavorable service experience. However, there are also existing controversies. Moreover, males and females tended to show different attitudes towards complaining in different situations. There is a great significance of doing the research of consumer complaints in commercial airline industry because a majority of the predominant research concentrates on the consumer complaint behaviors in market places such as restaurant, hospital, hotel, and shopping mall. The …