Exploring the solution - the contextual effect on consumer dissatisfaction and innovativeness in financial service companies

This study focuses on the context under which consumer dissatisfaction leads to consumer innovativeness as an expression of voice. This study theorises that online facility and investment consultant support leads to consumer dissatisfaction, which consequently results in consumer innovative behaviour. Data was collected from a sampling of 603 consumers and 150 investment consultants across 50 financial service companies. The results from hierarchical linear modelling analyses show that consumer dissatisfaction relates positively to consumer innovativeness when online facility and investment consultant support are present. This study suggests that given the fact that in most companies, some consumers are bound to be dissatisfied with products or services at one time or another, managers should treat such dissatisfaction as an opportunity for encouraging the generation of new and useful ideas rather than viewing it as a problem or nuisance.