The Effect of Cognitive Dissonance Theory and Brand Loyalty on Consumer Complaint Behaviors: A Cross-Cultural Study

Abstract

Consumers tend to exhibit e-WOM behavior or retention behavior or communicate with official channels rather than the brand, which can damage the brand in cases where the channels through which customers are expected to reach the brand for their complaints are dysfunctional. This study aims to examine the relationship between cognitive dissonance and brand loyalty factors as well as their impact on consumer complaint behavior in terms of differences between Turkish and Romanian consumers. For this purpose, a simultaneous quantitative research study was conducted in these two countries, with a total of 790 participants surveyed. The findings showed that the consumers’ level of brand loyalty had a significant positive effect on the level of cognitive dissonance, which significantly impacted complaint behavior. On the other hand, it was concluded that brand loyalty did not significantly affect complaint behavior. The comparative analysis revealed that Romanian customers’ brand loyalty was higher than Turkish customers’, and the dimensions concerning cognitive dissonance and complaint behavior were higher among Turkish customers.

A Study on Customer Dissonance on Laptop with Focus on Consumers in Ernakulam City

“…Factor 1, labelled "Performance and Brand Loyalty," included variables such as the influence of online reviews and ratings on decision-making, consistent performance under various workloads, consideration of repurchasing from the same brand, and perceived value for the price paid. Literature shows that higher brand loyalty decreases cognitive dissonance, thereby influencing consumer complaint behaviour (Yakın et al, 2023). It is noteworthy that brand loyalty alone does not exert a significant direct effect on complaint behaviour (Yakın et al, 2023).…”

“…Literature shows that higher brand loyalty decreases cognitive dissonance, thereby influencing consumer complaint behaviour (Yakın et al, 2023). It is noteworthy that brand loyalty alone does not exert a significant direct effect on complaint behaviour (Yakın et al, 2023). Factor 2, "Battery Life and User Interface," encompassed battery life meeting expectations and an intuitive, easy-to-use interface.…”