Antecedents and Consequences of Consumer's Dissatisfaction of Agro-food Products and Their Complaining through Electronic Means

In this study the antecedents and the consequences of agro-food products consumers' dissatisfaction is studied. Particularly, the main reasons for triggering dissatisfaction are identified and ranked. Moreover, the consumers complaining behavior is also studied and the level of e-complaining adoption is investigated. Additionally, consumers future intentions to complain traditionally or electronically is depicted. Finally, correlations of their complaining behavior and intention to some demographics are found and commented.

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