Phenomenological Study of Complaint Behavior toward Fashion Chain Stores: A Case Study in Hong KongGrace Chan Suk Ha1*, Ada Lee, Lai Yung2 and Elise, Wong Man Ling3
- *Corresponding Author:
- Grace Chan Suk Ha
Faculty of International Tourism and Management
City University of Macau, Macau
Tel: (853) 85902539
E-mail: [email protected]
Received Date: November 03, 2016; Accepted Date: November 17, 2016; Published Date: November 24, 2016
Citation: Chan G, Ha S, Lee A, Yung L, Wong E, et al. (2016) Phenomenological Study of Complaint Behavior toward Fashion Chain Stores: A Case Study in Hong Kong. J Tourism Hospit 5:252. doi: 10.4172/2167-0269.1000252
Copyright: © 2016 Chan G, et al. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
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.