Grouping complainers: An investigation of Complaint Behaviours Using Segmentation Analysis of Service Dimensions.

The purpose of this paper is to report findings related to university students¿ satisfaction, complaint intentions and related behaviours. This research segments the sample on satisfaction towards service quality dimensions using Servqual. A three cluster solution was identified, with a `satisfied¿ segment; a `dissatisfied¿ segment and a `people, not physical¿ segment. Having segmented the participants, the three clusters are then profiled with complaint intentions and behaviours. The `satisfied¿ group has the highest intention to complain, yet appears to be willing to forgive and forget after they have complained. The `unsatisfied¿ group is underwhelmed with service offering and is more likely to complain to other students and the lecturer. The third group `people, not physical¿ seems happy with people, yet is unhappy with the physical environment and has the highest past complaint behaviour, would strongly consider further complaints.