Cultural Influences and Complaint Behavior of Older Consumers in International Markets: A Comparative Study

This paper examines how cultural differences impact the complaint behavior of older consumers and outlines the implications for complaint management by internationally operating companies. Through a systematic literature analysis, this study investigates how cultural dimensions such as individualism versus collectivism, power distance, and uncertainty avoidance shape the behavior of older consumers. The findings highlight that in individualistic cultures like the U.S. or Germany, complaints are more frequently and directly expressed, as individual rights and fairness are central values. In collectivist cultures like Japan or China, however, the need for social harmony predominates, leading to complaints often being avoided or expressed indirectly. Additionally, high power distance in some cultures, such as China, serves as a barrier to complaint behavior, especially when complaints need to be directed toward authority figures. Age-related limitations and socioemotional selectivity theory further reinforce this behavior, influencing whether and how older individuals voice complaints. This study demonstrates that a thorough understanding of the cultural influences on the complaint behavior of older customers is essential for the success of globally operating companies. Culturally adapted complaint management strategies contribute to improved customer satisfaction and loyalty, ultimately providing companies with competitive advantages in an increasingly globalized market. The paper also identifies research gaps, such as the need for further studies on specific subcultures and ethnic groups and the role of digital channels in the complaint behavior of older consumers.