ABSTRACT

There are many studies that have defined customer complaint behaviour (CCB) over the past few decades (Sharma et al. 2010). The earliest definition of CCB was introduced by Jacoby and Jaccard (1981), as being the action taken by an individual to communicate negative comments about a product or service towards a company or a third-party organizational entity. Later, Singh (1988) proposed CCB as behavioural (public or private action) and non-behavioural responses (no action) triggered by perceived dissatisfaction with a purchase and consumption experience. The dissatisfaction was caused by the negative disconfirmation of purchase expectations that led to complaint behaviour (Keng et al. 1995). Overall, CCB can be defined as behavioural and non-behavioural actions taken by a dissatisfied customer for his or her below-expected purchase or consumption experience.