Abstract:
This study focuses on consumers who complain to the offending firms because their dissatisfaction provides a firm with the opportunity to improve its customer service and to overcome its shortcomings by paying attention to those complaints. The importance of identifying and responding to consumer complaints c annot be overstated because firms can change consumer post purchase behavior for the better through the analysis of the determinants of the complaint and dissatisfaction. This research paper examines determinants of complaint behavior to resolve customer dissatisfaction. The type of study is causal and
the
survey
contained
a
total
of
130 respondents.
The
data
It/as
collected
primarily
from
the
students
of
both
masters
and
bachelors.
The
essence
of
this
proj ect
is
to
analyze
the
relationship
between
attitudinal
and
perceptual
variables and consumer complaint intentions. The results confirm that attitudinal and perceptual variables positively influence complaint intention. Furthermore, three generalized personal antecedents affect attitudinal and perceptual variables as well. The literature review has helped to identify any such relationship or finding that will support the concept as well as the outcome of the project findings.
