ABSTRACT
There are many studies that have defined customer complaint behaviour (CCB) over the past few decades. CCB can be defined as behavioural and non-behavioural actions taken by a dissatisfied customer for his or her below-expected purchase or consumption experience. CCB is generally divided into three categories including: exit, voice or complaining to service provider, and negative word-of-mouth (WOM) to friends and associates. Among the three categories, negative WOM is the most devastating category which could affect the organization's image and profits tremendously because on average, there are double the numbers of people being told about a bad experience than about a good experience. There are several factors affecting CCB which have been studied by many researchers in the past; amongst these are cultural factors, demographic factors, other companion factors and attitude towards complaining factors. Attitude towards complaining (ATC) refers to the individual needing to seek redress when he or she is dissatisfied with a product or service.
