The role of meta-perceptions in customer complaining behavior.

Purpose -- This study aims to demonstrate that meta-perceptions play a contributing role in customers' direct complaint intention. Design/methodology/approach -- In an exploratory study, we identified different types of meta-perceptions. In a scenario-based experiment, we tested the interaction effect of service failure attribution and the perceived service failure severity on meta-perceptions and direct complaint intention. Findings -- After experiencing service failure, customers amplify both positive and negative meta-perceptions. Depending on how customers attribute the service failure and perceive the magnitude of service failure, they evaluate these meta-perceptions differently which then determine their subsequent actions. Research limitations/implications -- The use of hypothetical scenarios may not capture the richness of an actual service encounter. The study is limited to two service failure contexts: cable TV connection and restaurant booking. Practical implications -- Service managers should design marketing strategies that can elevate customers' positive social image associated with voicing complaints. Originality/value -- This study offers a new explanation, in that some customers do not engage in direct complaining behavior owing to meta-perceptions that they develop during service failure. [ABSTRACT FROM AUTHOR]