The role of relationship norms in consumers' complaint intention

Extant researches about consumer voice complaint are mainly based on the assumption that consumers are rational, but ignore their social characteristic. Consumers will establish different relationships with firms, and the norms of these relationships will influence their interactions. This article explores the role of relationship norm in consumers' complaint behavior. We assume that there is an interaction effect between relationship norm and magnitude of product failure, which influence consumer's complaint intention. Our results confirm above assumption and suggest that consumers complain to the firm in order to help the firm find out potential problems especially when the magnitude of a failure was low. This research has both theoretical and managerial implications on management innovation.