Influencing Factors on Customers' Intention to Complain in a Franchise Restaurant

Not all dissatisfied customers outwardly voice their opinions about unpleasant experiences either via a direct method, such as complaining to the firm, or an indirect method, such as passing on negative word-of-mouth. Little research has been conducted in the franchise restaurant sector regarding customers' complaint behavior. This study examines influencing factors that affect customers' intention to complain in a franchise restaurant. From the previous literature, hypotheses were suggested and tested on 482 customers at two different points in time. Findings suggest that the most influential factor causing customers to actually voice a complaint was attitude towards complaining, followed by prior complaining experience and brand image. Furthermore, a significant mean difference in complaint intention was found in the two seasonal groups.