Abstract
This paper examined the relationship between demographic variables and frequency of dining out to customers' complaint behavior and assessed the relationship between complaint behavior and behavioral intentions. Respondents were 428 graduate students from a major Metropolitan city in the Philippines. The Test for Independence (?2) was used to verify any statistical relationship between the variables. Out of the six proposed hypotheses, only one found strong data support. The results suggested that the propensity to complain differed significantly only across the dining frequency while gender, age, and income accounted for no significant difference. Results also suggested that a positive but weak relationship exists between the customer's behavioral intentions and the complaint behavior of the sample group. However, the intentions after the service failure incident did not differ significantly even after a complaint was filed. The results imply there are other factors that are likely to influence customers' decision to complain.
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