Determinants of Consumer Complaining Behavior: A study based on telecommunication firms of Pakistan

Abstract

Due to the intense competition, the study of dissatisfaction among costumers has become the focus point of many firms. Hence this study focuses on consumer complaining intention keeping. Telecommunication firms have been kept in focus and descriptive research was conducted. The results show that attitude towards complaining, perceived possibility of success, subjective norms, all show significant effect on complaining intention and keeping previous experience as a antecedent excluding subjective norms. The research can give a deep insight to telecommunication firms for managing dissatisfaction