Consumer and Food Sciences
MConSci Clothing Management (Distinction)
Millennial consumers’ complaint behavioural intentions following service failure in the online clothing retail context
This study aimed to determine the Millennial consumers' complaint behavioural intentions following a service failure in the online clothing retail context. Millennial consumers indicated that delivery problems would cause them the most dissatisfaction, followed by payment security problems, customer service problems, product information problems, and webpage navigational problems. This study also determined differences in Emerging, Young and Older Millennials complaint behavioural intentions. This study concluded that there were no significant differences between the Millennial cohorts. A survey research design was implemented, using a structured, self-administered online questionnaire to measure Millennial consumers’ (n = 193) complaint behavioural intentions following a service failure in the online clothing retail context. The self-administered questionnaire made use of existing scales and self-developed questions. SPSS statistical software was used for data analysis. The statistical methods used to analyse the data was Exploratory factor analysis (EFA), Fishers exact test and Analysis of Variance (ANOVA). This study makes a valuable contribution towards the consumer complaint behaviour literature and for consideration by online retailers, multi or omni-channel retailers, and marketers of clothing products.
- Supervisor: Dr Sune Donoghue
- Co- Supervisor: Dr Lizette Diedericks