Applying Communication Theories toward Designing Compliance-Gaining Techniques in Customer Dissatisfaction

Abstract

The purpose of this paper is to apply three communication theories (namely, Argumenta- tion Theory, the Foot-in-the-Door Technique, and the Door-in-the-Face Technique) to the formulation of complaints that communicate effectively to company employees and yield compensation for the consumer. What the authors demonstrate is that complaining is not a haphazard procedure if commu- nication theories are applied properly. In addition, also emphasized is the importance of self-efficacy, as a psychological component, to illustrate the necessity for complainers to have sufficient and true self-confidence in order to carry out each of these theories in practice.

Keywords

• Argumentation
• Consumer
• Dissatisfaction
• Self-confidence
• Service