Asymmetrical effects of customer complaints on financial-market performance

This research project aims to uncover asymmetrical effects of customer complaints on financial-market performance using an original dataset from public traded companies in Brazil. The asymmetry hypothesis grounds in previous literature that have found quadratic influence from complaints in a sepcific Brazilian sector (Claro et al., 2014). Extant literature also identifies conflicting evidence using perceptual measures (Yilmaz et al., 2016), beyond to the conventional wisdom that assumes that complains have a negative influence on marketing performance (Cotugno & Stefanelli, 2023). We investigate this relationship using two financial performance measures (Return on Assests and Return on Equity), following recomendations of assessing the influence of marketing process variables in more than one performance variable (Katsikeas et al., 2016).