Complaining Behavior: The effect of different factors on Consumer Complaining Behavior

Abstract

Purpose: The aim of this paper is to comprehensively understand the determinants who affect the customer intention to complain to firm through an integrated model and also the effect of those determinants on the complaint intention and the relationship of those intentions with the complaining behavior.

Design/Approach/Methodology: A quantitative research method was used based on self administered questionnaire with a sample size of 171 participants collected by using convenience sample and the results were tested through regression analysis.

Findings/Results: The results shows that the complaining intention and attitude towards complaint have a significant relationship with complaining behavior while prior experience and controllability to complain have an insignificant relationship with complaining behavior. Attitude towards complaint and perceived possibility of success have a significant relationship with intention to complain. The antecedent prior experience has a significant relationship with perceived possibility of success and an insignificant relationship with attitude towards complaint. The variable controllability to complaint has a significant relationship with both perceived possibility of success and attitude towards complaint while Perceived alienation has a significant relationship with perceived possibility of success but insignificant relationship with attitude towards complaint.

Limitations and recommendations: This study is conducted on a small level with small sample size. Due to which there are some insignificant relationships which can be prove as significant relationship if the sample size is large. A limited number of variables are discussed in this article. Other researchers can elaborate other variables affecting complaining behavior e.g. word of mouth, level of dissatisfaction etc.