Abstract:
The paper explores the influence of customer demographic variables on complaining and non-complaining
motives and responses in mobile telecommunication industry in Ghana. The study was a cross-sectional survey
involving customers from four mobile telephony operators. A self-administered structured questionnaire was
used to collect primary data that were analysed using SPSS (version 16.0). The study found that complaining
motives were significantly influenced by only marital status. It also found that non-complaining motives were
influenced by marital status and age. Moreover, complaining responses were found to be significantly influenced
by gender, marital status and education of consumers. The paper suggests to management and marketing
practitioners to consistently collect and examine vital demographic information about their customers in order to
understand customers better for effective complaint management and customer loyalty. Implications of the study
to marketing theory and practice are discussed, and limitations and directions for future research have been
suggested. This paper extends our knowledge of how complaining response and complaining and
non-complaining motives could be influenced by some demographic variables, and contributes to the body of
knowledge in the area of consumer complaining behaviour in mobile telephony industry in developing country
context.
Keywords: Complaining motives, Complaining responses, Demographic variables, Ghana, Mobile telephony
services, Non-complaining motives
