Determinants of customers' complaint intention

Purpose - The purpose of this paper is to develop an integrated model to comprehensively understand the determinants of customers' intention to complain to firms and their effects on complaint intentions. Design/methodology/approach - The research adopted a systematic sampling method and carried out surveys in department stores, large supermarkets, and convenience stores in China. The structural equation model was employed to test the hypotheses. Findings - The results show that perceived value, perceived likelihood of successful complaint and the attitude toward complaining, all have significant effects on the complaint intention. Also, consumer discontent, prior experience of complaining and controllability are analyzed as the antecedents. Practical implications - The results indicate that firms should encourage customers to complain by raising the complaining value and the likelihood of successful complaint, and by intensifying their attitude toward complaining. Originality/value - The research findings extend the existing theoretical models and shed light on the complicated structural relationship among various factors that affect customers' tendency to complain directly with a more holistic viewpoint to better understand customers' complaint‐making behavior.