Factors Influencing E-Complaining: The Case of North Cyprus

The study of complaining behavior has started since 1970s. Complaining behavior is beneficial for business because it can manage the satisfaction and dissatisfaction situations and complaint administrating. Internet and its facilities give the customers an opportunity to share their experiences with other customers. Complaining behavior is a necessary factor for firms so determining factors which influence complaining behavior is an important task. Self-confidence is one of these factors. In the field of complaining behavior, self-confidence plays an important role. The present study tries to investigate the impact of self-confidence as general and specific conceptualizations on e-complaining. Also, the effects of perceived usefulness (PU) and perceived ease of use (PEOU) on e-complaining will be investigated. In that regards, this research has tried to establish whether: (i) general self-confidence has an impact on customer’s intention to e-complaining. (ii) Specific self-confidence has an impact on customer’s intention to e-complaining. (iii) Perceived ease of use has an effect on e-complaining and (iv) Perceived usefulness has an effect on ecomplaining. An expansive literature review was provided to conceptualize the general self-confidence, specific self-confidence, perceived ease of use and perceive usefulness. To achieve the goal, four hypotheses were considered to assess the possible impact of these factors on intention to e-complaining. T-test, ANOVA test and regression analysis of data were used to investigate the four hypotheses. The results indicated that general self-confidence, specific self-confidence and perceived ease of use had a significant effect on intention to e-complaining, whereas perceived usefulness was not significant. Following, the theoretical and managerial implication of findings, the limitation of the study and directions for next studies are discussed. Keywords: Complaining Behavior, Intention(s) to e-complaining, Self-confidence, General Self-confidence, Specific Self-confidence, Perceived ease of use and Perceived usefulness.