Journal of Tourism & Hospitality
Open Access

Abstract

Phenomenological Study of Complaint Behavior toward Fashion Chain Stores: A Case Study in Hong Kong

Grace Chan, Suk Ha, Ada Lee, Lai Yung, Elise and Wong Man Ling

Complaint cases on clothing and apparel have increased over the last decade. In today’s competitive environment, maintaining a good reputation and positive word of mouth in the industry is essential to increase competitiveness. Fashion chain stores should gather customer feedback to improve product and service quality. Hong Kong customers complain to express their anger when they feel dissatisfied with their shopping experience. The current study aims to investigate the complaint behavior of Hong Kong customers toward retail chain stores. Using Hong Kong as a single case study, a qualitative approach was adopted with a sample of 20 respondents who have complained in fashion chain stores. Semi-structured questions were asked in the in-depth interview. Results demonstrated the reason for complaints, and the perception of complaint behavior of Hong Kong customers was discovered. Recommendations were presented as insights for industrial practitioners.