Student Complaint Behavior Based on Power Perception : A Taxonomy

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journal

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Original languageEnglish
Pages (from-to)45-65
Journal / PublicationServices Marketing Quarterly
Issue number3
Publication statusPublished - 2001
Externally publishedYes


This study investigated students' complaint behavior in a higher education service sector. Based on their complaining styles, students were clustered into three groups as passive recipients, private complainers, and voicers. Passive recipients exhibited the highest perceptions of educators' punishment power and legitimate power. They were more likely to be international and undergraduate students. Private complainers possessed high perception of educators' punishment power but moderate perception of educators' legitimate power. Similar to passive recipients, they were more likely to be international and undergraduate students. Distinctively, voicers had the lowest perceptions of both educators' punishment power and their legitimate power. These students were more likely to be domestic and MBA students.

Research Area(s)

  • Higher education service sector, Loose monopoly, Multiple discriminant analysis, Nonhier archical cluster analysis, Power perception, Student complaint behavior