A Look Beyond Complaints: A Theoretical Proposal for Consumer Complaint Classification

Authors

  • Leandro Oliveira Universidade Federal de Goiás
  • Marcos Inácio Severo de Almeida Universidade Federal de Goiás
  • Jussara Goulart da Silva Universidade Federal de Uberlândia

DOI:

https://doi.org/10.18696/reunir.v16i2.1873

Keywords:

Taxonomy. Consumer Behavior. Consumer Complaint

Abstract

This study aims to establish an overview of the literature by identifying existing knowledge on the taxonomy of consumer complaint behavior and proposing a simplified model. The purpose is to offer an accessible and simplified update of previous taxonomies, focusing on the essentials and contrasting with recent approaches. In particular, the inclusion of online complaint channels, the distinction between public and private actions, and the exclusion of loyalty, previously used in Hirschman's (1970) taxonomy, are highlighted. As a contribution to future studies, theoretical propositions to be tested are presented, aiming to consolidate the proposed model

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Author Biographies

Marcos Inácio Severo de Almeida, Universidade Federal de Goiás

Marcos Severo is a Post-Doctor from San Diego State University (2024) and has two other Post-Doctors from USP (IME/2022, and FEA/2021). He has a PhD in Administration (PPGA/UnB), with a sandwich period at Massey University. He has worked as a Researcher at PPGADM/UFG since 2016. He has worked as a Visiting Professor at several international universities (San Diego State University, Indian Institute of Technology Gandhinagar, Indian Institute of Technology Delhi and Coventry University). He is a Productivity Fellow by CNPq and has been a fellow in several international (British Academy/Newton Fund, CNPq) and national (Cátedras/Enap, CNPq, SemeAd PQ Jr.) calls. He has been a member of the Judging Committee for the Capes Thesis Award, Area 27, since 2023. His research explains the business and behavioral marketing determinants of business performance based on learning and recommendation models and systems. They have already been adopted as Public Policy at the Court of Justice of Goiás and competed for several awards. His work as a researcher was recognized by national (ANPAD, Young Researcher of the Marketing Division, 2024) and international institutions (JAMS/Sheth Foundation Best Paper Award, 2019; Emerald Awards, 2017) and his teaching work was recognized by universities such as San Diego State University and the Indian Institute of Technology Gandhinagar (IITGN). He is the coordinator of the International Cooperation Agreement between UFG and IITGN, which promotes exchange of students and teachers. He coordinates Research and Technological Development projects in Artificial Intelligence, Data Science and Marketing Analytics funded by several organizations totaling more than 3 million reais and is the coordinator of the Teaching, Research and Extension Group in Marketing Analytics and Machine Learning (GRAMMA/ UFG). Its research network involves researchers from national (UFRGS, USP, UEM, Insper, PUC-RS) and international (Auburn University, Iowa State University, San Diego State University, University of New South Wales) educational institutions. He is a member of the Editorial Board of the Journal of Research in Interactive Marketing. Website: https://misevero.wordpress.com/

Jussara Goulart da Silva, Universidade Federal de Uberlândia

PhD in Administration from Nove de Julho University (UNINOVE). He has a Bachelor's degree in General Business Administration from the Assis Educational Institute (IEDA), a Specialist in Marketing Administration from the Eurípides Soares da Rocha Foundation (UNIVEM) and a Master's degree in Administration from the Federal University of Paraná (UFPR). She is currently coordinator and professor at the Federal University of Uberlândia (UFU) in the Administration course at the Faculty of Administration, Accounting Sciences, Production Engineering and Social Service (FACES), working in the area of ​​Marketing. She is a collaborating professor in the Postgraduate Program in Administration (stricto-sensu) at the Federal University of Uberlândia (UFU) in the Master's degree in Administration. She is associate editor of BJMkt (Brazilian Journal of Marketing).

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Published

2026-04-23

How to Cite

Oliveira, L., Inácio Severo de Almeida, M., & Goulart da Silva, J. (2026). A Look Beyond Complaints: A Theoretical Proposal for Consumer Complaint Classification. Journal of Management, Accounting and Sustainability, 16(2), 124–140. https://doi.org/10.18696/reunir.v16i2.1873

Issue

Vol. 16 No. 2 (2026): REUNIR

Section

Artigos científicos

License

Copyright (c) 2026 Journal of Management, Accounting and Sustainability

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