Perceived price unfairness and complaint behaviour: context is irrelevant when prices differ
(A2024-119722)

AUTHORS

Domen Malc, Faculty of Economics and Business, University of Maribor; Vesna Zabkar, School of Economics and Business, University of Ljubljana; Aleksandra Pisnik, Faculty of Economics and Business, University of Maribor

ABSTRACT

This research focuses on perceived price unfairness and its impact on consumer complaint behaviour. Drawing on equity theory and justice theories, the study examines how contextual factors like customer involvement, purchase context, and reference purchase context influence perceptions of price unfairness, emotional responses, and complaint behaviour. Using a web questionnaire with 840 participants, the results confirm relationships between emotional responses, perceived price unfairness, and complaint behaviours. The study finds that these relationships are stable across different involvement levels as well as context interactions. Practical implications for businesses and academics are discussed, highlighting the need for a comprehensive understanding of the evolving multi-channel marketing environment. Avenues for future research are also discussed.