The Effect of Cognitive Dissonance Theory and Brand Loyalty on Consumer Complaint Behaviors: A Cross-Cultural Study

YAKIN V., Güven H., David S., GÜVEN E., Bărbuță-Mișu N., Güven E. T. A., ...Daha Fazla

Sustainability (Switzerland), cilt.15, sa.6, 2023 (SCI-Expanded) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 15 Sayı: 6
  • Basım Tarihi: 2023
  • Doi Numarası: 10.3390/su15064718
  • Dergi Adı: Sustainability (Switzerland)
  • Derginin Tarandığı İndeksler: Science Citation Index Expanded (SCI-EXPANDED), Social Sciences Citation Index (SSCI), Scopus, Aerospace Database, Agricultural & Environmental Science Database, CAB Abstracts, Communication Abstracts, Food Science & Technology Abstracts, Geobase, INSPEC, Metadex, Veterinary Science Database, Directory of Open Access Journals, Civil Engineering Abstracts
  • Anahtar Kelimeler: cognitive dissonance theory, brand loyalty, consumer complaint behavior
  • Manisa Celal Bayar Üniversitesi Adresli: Evet

Özet

Consumers tend to exhibit e-WOM behavior or retention behavior or communicate with official channels rather than the brand, which can damage the brand in cases where the channels through which customers are expected to reach the brand for their complaints are dysfunctional. This study aims to examine the relationship between cognitive dissonance and brand loyalty factors as well as their impact on consumer complaint behavior in terms of differences between Turkish and Romanian consumers. For this purpose, a simultaneous quantitative research study was conducted in these two countries, with a total of 790 participants surveyed. The findings showed that the consumers’ level of brand loyalty had a significant positive effect on the level of cognitive dissonance, which significantly impacted complaint behavior. On the other hand, it was concluded that brand loyalty did not significantly affect complaint behavior. The comparative analysis revealed that Romanian customers’ brand loyalty was higher than Turkish customers’, and the dimensions concerning cognitive dissonance and complaint behavior were higher among Turkish customers.