Complaint Intentions of Consumers of Pakistan Restaurant Industry

Abstract

Purpose - The purpose of this paper is to predict which factors can determine consumer’s intentions to complain when they meet service failure in restaurant industry. Design/methodology/approach –quantitative data was collected through the instrument of a survey questionnaire. Data were collected from 250 consumers to assess the Influence of attitude, subjective norm, and Self-efficacy on the intention to complain. Findings - The results show that the attitudes toward complaining and self-efficacy have significant effects on the consumer complaint intention. Also, self-efficacy of complaining is analyzed as the antecedents. Practical implications – the results shows that in order to intensify the consumers attitude toward complaining in hospitality industry, service provider should encourage complaints to locate the failure and make policies to make the consumer satisfied/loyal. Here in the restaurant industry, when consumers (having high degree of self-efficacy) face faulty services, they focus on better solution in reaction to service failure by better using their expertise, skills and resources. Originality/value - In this study it has be proven that perceived attitudes toward complaint and self-efficacy are very important determinants which directly affects Consumer’s intention to make complains. This study also explores the effect of self-efficacy on consumer complaints behavior and provides a more holistic view of the determinants which affect customer`s complaint behavior.