Abstract (EN)

While complaining behaviour has widely been studied in marketing, few studies exclusively focus on non-complaining behaviour. The present communication studies a specific type of consumers: those who do not complain when dissatisfied. Three studies were conducted on 380 students and non-students in order to both identify the psychological deterrents of complaining behaviour and build a scale that measures consumer’s reluctance to complain. Three profiles were identified: consumers who are reluctant to interact with staff members, consumers who feel powerless in front of the firm, and consumers who tend to relativize their dissatisfaction.