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CONSUMER COMPLAIN BEHAVIOUR (ONLINE SHOPPING): PROPOSED INSTRUMENT

Geetanjali Bendale

Abstract


The purpose of this research study paper is to study the consumer complaining behaviour of Snapdeal and Flipkart by designing an instrument to measure the same based on previous studies and added a new dimension which can become a part of the instrument as well. This research focuses on instrument designing, checking its validity and reliability with respect to the attributes chosen in the study. The designed proposed model is based on consumer complaining behaviour literature and the survey undertaken. It also aims in identifying complaining behaviour with respect to customers’ sex and age.

Keywords


Complain behaviour, Complain intention, Controllability, Consumer buying behaviour, Attitude to complain, Consumer past experience.

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