Consumers sometimes experience discontent when they interact with companies and may complain to communicate their dissatisfaction. To date, most researchers have focused on what organizations do to remedy consumer dissatisfaction without examining the content of the complaint messages. This is regrettable considering the degree to which organizations comply with complaints may be a function of what consumers say. Using Garner's (2009) typology of organizational influence and dissent as a

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... ical guide, we created a measure of consumer complaining to determine what people say when they complain to companies and what messages they perceive to be effective in gaining compliance.