P/M/471. Dissertation. Consumer complaint behaviour in Hong Kong Chinese and British customers

The aim of the dissertation is to investigate consumer complaint behaviour (CCB) studying it in Hong Kong Chinese and British consumers. A literature review provides information on CCB as a post-purchase evaluation process, the nature of consumerism, service quality, customer satisfaction, culture differences, comparison of Hong Kong Chinese and British cultures. Research methods are based on the deductive approach of building hypotheses and testing them by primary data collection (questionnaires) and survey. Conclusions are made on the basis of the statistical findings about the influence of personal characteristics and attitudes towards consumerism on CCB.