Understanding complaint channel usage in multichannel retailing

This study aims to understand customer patterns of channel usage to voice complaints to multichannel retailers. Data were collected from multichannel shoppers for apparel in Spain by means of an online survey. Latent Class Analysis on complaint channel (store, website, mobile app and social media) usage was performed. The analysis identifies four customer segments that use complaint channels differently. Channel dependencies emerged, particularly related to mobile app usage. The study then explores how the identified patterns are related to channel usage for information search and purchase and to the quality of the relationship with the retailer. Results provide theoretical and managerial contributions to the retailing field.