Role of consumer trends of involvement and change cost trends in complaining behavior: A profile research on smart phone users

The aim of this research is to determine the profiles of consumers with respect to complaint behaviour towards smart phones. In additions it is aimed to determine the differences between different profiles with respect to involvement levels and switching cost tendencies. The participants of the study consisted of consumers aged 18 and over living in Sivas. The participants were selected by convenience sampling. Data were collected by face-to-face survey technique and 640 participants were reached. Missing and inaccurate questionnaires were evaluated and as a result, analyzes were conducted on the data of 585 participants. Frequency analysis, arithmetic mean, explanatory factor analysis, clustering analysis and one-way ANOVA analysis were used to analyze the data. As a result of the explanatory factor analysis, it was determined that the complaint behavior exhibited a three-dimensional structure, involvement exhibited a four-dimensional structure and switching cost exhibited one-dimensional structure. As a result of clustering analysis, participants were gathered in four different clusters in terms of complaint behavior. The clusters are named as participants who wait for solutions from the company, participants who avoid to complaint behaviors, active complainants and participants who don't use the brand no longer. Participants who wait for solutions from the company often apply to the company for their complaints about smart phones and search for solutions. While their tendency to communicate their complaints to third parties is low, their tendency not to buy the same brand again is high. Those who avoided the complaint behaviors have the lowest tendencies among the four clusters according to the complaint behaviors. Active complainants are the participants with the highest tendencies in terms of complaint behaviors compared to other clusters. The most obvious complaint tendency of those who don't use brand is that they stop buying the brand in the face of the problem and try to discourage others. There are significant differences between the clusters in the dimensions of pleasure and interest, confusion and perceived risk. There are no significant differences between clusters in terms of switching cost and self. In line with these results, recommendations for implementation and future research have been developed.