The Influence of Psychographic Variables on the Theory of Exit, Voice, and Loyalty of Customer Complaints Behaviour in Banks

This paper analyses Customer Complaints Behaviour (CCB) using psychographic factors and the Theory of Exit, Voice and Loyalty. Prior studies on the continent of Africa have explored customer dissatisfaction, service failure, complaints handling and complaint attitudes, but not in association with psychographic factors. This research gap is addressed with a new conceptual understanding that integrates psychographic variables and the Theory of Exit, Voice and Loyalty in a single study. In total, 171 valid questionnaires were gathered from customers of two public banks in Accra chosen randomly, and a convenience sampling method was used for the respondents. This study has revealed that assertiveness, conservatism, attitude towards complaints, sense of justice, service attribute significantly influence the theory of Exit, Voice and Loyalty of CCB. What is more, the findings have also shown that there is a statistical difference between complainers and non-complainers. Complainers are more likely to stay loyal, and are less likely to voice out or leave their bankers. We suggest that banks should not only center CCB strategies towards complainers, but should also take into account non-complainers as they are equally important to businesses