Predicting and explaining complaint intention and behaviour of Malaysian consumers: an application of the planned behaviour theory

Abstract

This report investigates attitude towards complaining, societal benefits and probability of complaint success, with emphasis on complaint intentions and actions, in applying the theory of planned behaviour to complaint behaviour in Malaysia. On the basis of a sample of 834 respondents at the National Consumer Complaint Centre, the Tribunal for Consumer Claims Malaysia, and three shopping malls, the research findings suggest that complainers with a more positive attitude towards those three factors have a stronger tendency to make a complaint. However, consumers with positive perceptions of societal benefits and a higher probability of success are less likely to take action for seeking redress. Moreover, the influence of attitude, benefits, and probability of success on complaint actions is mediated by intention.

Citation

Zhao, W. and Nor Othman, M. (2011), "Predicting and explaining complaint intention and behaviour of Malaysian consumers: an application of the planned behaviour theory", Zou, S. and Fu, H. (Ed.) International Marketing (Advances in International Marketing, Vol. 21), Emerald Group Publishing Limited, Leeds, pp. 229-252. https://doi.org/10.1108/S1474-7979(2011)0000021013