Abstract
This study was undertaken to investigate the complaint behaviour exhibited by university students due to dissatisfactions they experienced after purchasing electronic, food and textile products by using a proposed Structural Equation Modelling (SEM). For this purpose, measurements are performed onan interval scale by using the 5-point Likert in order to measure the agreement level of 329 university students on attitude and behaviour statements oriented at complaints. There are 7 factors in the research model including alienation related with complaint (ALN) and controllability (CON) as exogenous latent variables; perceived value of complaint (VAL), the “complaint will be successful” faith (LKH), complaint intention (CI), explicit complaint behaviour (ECB) and implicit complaint behaviour (ICB) as endogenous latent variables. In this study, the effect of alienation of students from the company they shop and of their belief in controllability of the company on general complaint attitudes and complaint behaviours are tested with 13 hypotheses for electronic, food and textile products separately, and the obtained results are compared. In relation to the three groups, research findings have shown the same results for certain hypotheses and different results for certain other hypotheses.
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