Causes and consequences of consumer dissatisfaction with external attributions

This paper deals with the process of how consumer dissatisfaction is formed, both from a cognitive and an affective perspective, and also with how it translates into complaint behavior intentions. Our main objective is, on the one hand, to gain an insight into the effect that the disconfirmation of expectations has on dissatisfaction judgments, not only directly, but also indirectly through negative affects. On the other hand, we intend to analyze the influence these judgments exert on complaint behavior intentions, which can develop into complaint responses, third party responses, or private responses. From a sample of customers who have experienced an unsatisfactory situation with a restaurant and show different external attribution level, we have put forward a causal model to study the causal relationships. The results confirm a direct effect of disconfirmation on dissatisfaction and on affects, a direct effect of that dissatisfaction on complaint behaviour intentions and there are not significant differences according to external attribution level. The findings suggest management implications and future research.