Abstract
Complaining about service failures can happen at any time and in any situation. This study applied the theory of reasoned action as the underpinning theory and opted to calibrate factors that influence the customers', specifically students in higher learning institution, about their complaint behaviour intention. A non-probability purposive sampling technique was utilised for data collection from respondents who have had experiences in making a complaint. A total of 559 students at a higher learning institution in Sarawak, Malaysia volunteered participated in the survey. SmartPLS 3.0 (version 3.2.6) was applied to assess the model developed based on path modelling and bootstrap for hypotheses testing. A salient finding of the study is that attitude, customer loyalty, and past experiences are strong determinants of customers' (students') complaint behaviour intention. Surprisingly, gender does not play a contributing role in the customers' complaint intention among the students. Both theoretical and practical implications were further discussed.
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