Determinants of Consumer Complaint Behaviour:

Research studies on consumer complaint behaviour have always been done in the context of North America or Europe. This research attempts to study complaint behaviour in an Asian setting-the case of Singapore. Based on a sample of about 180 shoppers interviewed, the research findings suggest that complainers who resorted to public actions were older, better educated and earned higher incomes. They were also found to be more assertive and exhibited greater self-confidence and individualistic traits. On the other hand, non-complainers were more conservative and possessed negative attitudes toward complaining. A discriminant analysis was also attempted to profile complainers and non-complainers.