Consumer complaint behavior : a comparison between Saudi consumers and Filipino migrants

This study examines the consumer complaining behavior [CCB] of Saudi nationals and Filipino temporary migrants resident in Saudi Arabia, focusing on differences in preferred forms of complaining and whether cultural differences are the cause. Samples were drawn from Saudi and Filipino residents in Saudi Arabia. A survey instrument covering a wide range of CCB variables was developed, tested and administered to each group. Data were analyzed in SPSS using descriptive statistics, t-tests and chi square analysis. Significant differences were found between the two groups in their complaining actions. Temporary migrants portrayed a more careful and reticent approach to complaining. Demographic differences were excluded as causal, as was length of stay of the immigrant group. Significant differences in cultural values between the two groups were found but further analysis found no systematic association between the strength of a respondent’s value dimension and the preferred complaint action within each nationality group. The temporary, work-permit based status of the immigrant group was left as the likely cause of differences. Although cultural differences between culturally diverse groups within a country may exist, we believe customer complaint management should not necessarily be tailored to address such differences. The status of migrants, the conditions under which they live and work, is a more important influence on how temporary migrants complain. To address a reticence to complain face-to-face, retailers should look at online systems as well as more sensitivity training for frontline staff.