A research on the determinants affecting customers' complaint intention

It is very important to examine complaints to ensure that customers with a high tendency complain think positively about firms. For the reason, companies; they should know the conditions under which customers complain about their problems and have they complain. In this study, the factors that affect customer's intention to complain are investigated. In accordance with this purpose, 202 participants were selected from the retail stores in the Grand Bazaar in the city center of Bursa. Data were collected by face to face questionnaire. In this study, the scale adapted by Kanjoo, Nawaz ve Ali (2013) was used as data collection appliance. SPSS Software program was used to analyze the data. Reliability and factor analysis, percentage and frequency analysis and multiple regression analysis were used. According to the findings of the study, it was seen that the previous complaint experiences, the perceived likelihood of successful, perceived value of the complaint and openness had a significant and positive effect on the attitude of the complaints. In addition it was stated that the effect of previous complaint experiences, the perceived likelihood of successful, perceived value of the complaint, openness and the attitude of the complaint on the intention to complain was positive. Keywords: Customer complaint behaviour, Loyalty, customer satisfaction, intention to make complaint