Unfounded versus Dishonest Complaints: An Objective Assessment by a Team of Experts

Authors

  • Herm Joosten Institute for Management Research, Radboud University, the Netherlands https://orcid.org/0000-0002-7464-7611
  • Csilla Horváth Institute for Management Research, Radboud University, the Netherlands

Keywords:

complaining behavior, service recovery, multiple case study

Abstract

Service Researchers and employees often equate unfounded (unsubstantiated) complaints with dishonest (intentionally misleading) complaints. The difference, however, is conceptually, morally, legally and strategically relevant. A team of experienced and independent industry, legal and academic experts find in a multiple case-study using a unique dataset of 226 complaint files of an independent third party arbitrator that a majority of customer complaints is unfounded, but not dishonest. Many customers incorrectly, but honestly perceive normal product charcteristics as faults after purchase. Firms should clearly communicate product characteristics (often unknown to the customer) and not treat unfounded complaints as dishonest complaints, to prevent escalation.

 

 

 

 

Author Biography

  • Herm Joosten, Institute for Management Research, Radboud University, the Netherlands

    Dr. Herm Joosten is Professor in Marketing Management and Communication at NCOI University of Applied Sciences and Assistant Professor of Marketing at Institute for Manegement Research of Radboud University Nijmegen. He specializes in Consumer Behavior, Services Marketing, Service Recovery, Methodology and Health Care. He is also arbitrator in commercial disputes for the Geschillencommissie Consumentenzaken in The Hague and member of the Bondsraad of the Consumentenbond. 

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Published

2025-12-19

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Vol. 38 No. 2 (2025): The Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior

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