A Literature Review on Consumer’s Complaining Behavior and Dissatisfaction: Implication of Marketing Strategies with Special Reference to the Online Retail Sector

Abstract

Customer complaint behavior (CCB) is defined as an action that is associated with the evaluation of the consumer experience with the consumption of the product. The product consumption outcome may be positive or negative depending upon the quality of the product and the needs of the consumer. The current research aims to contemplate online consumer behavior and its relationship with the online retail sector. It was found that by developing interactive platforms, the consumers can directly connect with the company and share their grievances and feedback with them. It will help the company to get understanding the needs and wants of the consumers and modify the product or service accordingly to meet their demands. It also includes adopting different marketing tools such as affiliate marketing, referral marketing, blogs, and social media marketing that are used by online retailers to improve consumer service levels.