Elderly Consumer Complaint Behavior: A Strategic Approach to Reducing Emotional Barriers and Promoting Engagement

Authors

  • Norbert Meiners Deutsche Hochschule-DHAW, Potsdam, Germany

Keywords:

Complaint behavior, Elderly consumers, Emotional barriers, Psychological barriers

Abstract

Consumer complaint behavior, particularly among older adults, is an increasdingly important area of research due to demographic shifts and the growing economic relevance of this target group, which presents new challanges for businesses. While elderly consumers (Golden Agers) are often regarded as loyal and affluent, they are frequently hesitant to lodge complaints. Emotional and psychological barriers, such as shame, frustration, and fear, play a central role in this behavior. However, these factors have been insufficiently explored in previous research on complaint management among elderly consumers. This study addresses this research gap by thoroughly analyzing the impact of emotional barriers on the complaint behavior of elderly consumers and offers practical strategies to overcome these obstacles. Drawing on existing studies, it is demonstrated that targeted measures---such as creating a supportive and emotionally safe environment, employing empathetic communication, and providing user-friendly digital platforms---are essential in encouraging elderly consumers to voice their complaints. The findings reveal that by systematically reducing emotional barriers, not only can the willingness of elderly consumers to file complaints be increased, but long-term customer satisfaction and loyality can also be strengthened. This is of great practical relevance to busineeses, as addressing this growing demographic represents a significant factor for economic success. Finally, future research areas are identified, including the examination of how cultural differences influence the complaint behavior of older adults. The results of this study contribute to both the theory and practice of complaint management and offer businesses valuable insights for improving their communication with older customers.

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Published

2025-12-19

Issue

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

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Journal Articles

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