Legitimate and illegitimate consumer complaining behavior: a review and taxonomy

Purpose This paper aims to provide an integrative view of the conceptualizations, definitions, antecedents and taxonomies of consumer complaining behavior (CCB). Additionally, the study aims to provide an updated synthesis and classification of both legitimate and illegitimate CCB antecedents, as well as an integrated CCB taxonomy. Design/methodology/approach A multi-stage systematic search is conducted and 226 research articles relevant to the scope of the study are analyzed to fulfill the study's objectives. Findings Through an exhaustive aggregation, legitimate and illegitimate CCB antecedents identified in the literature are collated and a classification schema is developed. Deficiencies observed in extant CCB taxonomies are addressed and a refined taxonomy incorporating illegitimate CCB is developed. Research limitations/implications The conclusions drawn on the basis of this paper are contingent on the effectiveness of the keyword-based systematic search process that is used to demarcate the extant literature. Practical implications This paper suggests a three-pronged approach of differential enabling, legitimacy evaluation and differential management. This holistic perspective aims at enabling firms to design complaint management policies and systems that control fake complaints while maintaining sufficient redress opportunities for genuine dissatisfaction. Originality/value The paper proposes an identical classification schema for legitimate and illegitimate CCB antecedents and is the first broad-based attempt to develop an integrated CCB taxonomy.