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1、InternationalJournalofConsumerStudiesISSN1470-6423Therighttobeheardandtobeunderstood:aconceptualframeworkforconsumerprotectioninemergingeconomiesSunéDonoghueandHelenaM.deKlerkDepartmentofConsumerScience,UniversityofPretoria,Pretoria,SouthAfricaKeywordsAbstractConsumercom
2、plaintbehaviour,consumerism,redressenvironment.Inmanyemergingeconomiesanddevelopingcountries,comprisingconsumersfromdifferentculturesandwithvaryingdegreesofsophistication(knowledgeandskill)con-Correspondencecerningconsumerprotection,thepromotionofconsumersrightstodevelop
3、aconsumer-SunéDonoghue,DepartmentofConsumerorientedcultureremainsaverybigchallenge.Onewayofprotectingtheconsumer,Science(Room3-14),UniversityofPretoria,especiallytheconsumerthathasnotbeenfullysocializedtoexecuteinformeddecisionsPretoria,SouthAfrica.whenpurchasingexpensiv
4、edurables,isbyestablishingaredressenvironmentthatwouldE-mail:Sune.Donoghue@up.ac.zaensurefairredressaswellasanunderstandingandappreciationoftheconsumer.Manu-facturersandretailersareoftennotawareoftheperformancefailuresthatconsumersdoi:10.1111/j.1470-6431.2009.00773.xexpe
5、rienceconcerningtheirproductsbecausemanypeopledonotcommunicatetheirdissatisfactionstothem.However,unlessanduntilmanufacturersandretailersfullycom-prehendtheircustomerscomplaintbehaviour,theirreasonsforengaginginspecificcomplaintbehaviourandthereasoning(cognitiveprocesses)
6、andemotionalprocessesbehindtheirbehaviour,theywillnotrecognizethelinkbetweencomplainthandlingandcustomerloyaltyandprofits.Thepurposeofthispaperwastodevelopatheoreticalconceptualframeworkthatwouldenableconsumerscientists,consumerconsultants,consumerbehaviourresearchersandt
7、hosewiththeresponsibilityofhandlingconsumercomplaintstoexploreandunderstandconsumercomplaintbehaviourinitsentirety.Wearguethat,tobeabletoestablishandmanagearedressenvironmentthatischaracterizedbyanunderstandingofthespecificconsumeraswellasbyeffectivecomplaintbehaviourhand
8、ling,itisoftheutmostimpor-tancethatthemanufacturer,retailer,consumerconsultantandallthosethatworkwithco
