Philosophy of Management 20 (2):113-134 (2021)

Consumer complaining behavior is an important stream of research and practice, as it links the domains of service failure and service recovery. CCB research, although extensive and temporally wide, exhibits a lack of concern for the underlying assumptions of scholarly inquiry. Researchers neither explicitly mention, nor consciously indicate their ontological, epistemological, and methodological assumptions. We systematically identify the extant CCB literature and map it to two well-accepted paradigmatic classifications : 191–207, 1996). Normative or functionalist paradigm with the assumptions of an objective external reality, a positivist epistemology, a determinist view of human nature, and nomothetic methodology emerges as the dominant CCB research paradigm. The implications of this dominance are discussed as a barometer of the future of CCB research and practice.
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DOI 10.1007/s40926-020-00148-8
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The Structure of Scientific Revolutions.Thomas Samuel Kuhn - 1962 - Chicago: University of Chicago Press.
Pragmatic Truths in Organization Studies.Matt Statler & Perttu Salovaara - 2017 - Philosophy of Management 16 (3):265-278.
Pragmatist Inquiry in to Consumer Behaviour Research.Muhammad H. Majeed - 2019 - Philosophy of Management 18 (2):189-201.

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