Propensity To Complain: Effects of Personality and Behavioral Factors

Literature suggests that the antecedents of complaining involve more than dissatisfaction alone; several other factors affect consumers' propensity to complain. This study examined the effects of personality and behavioral factors on consumers' propensity to complain. Findings suggest that consumers' locus of control and their price consciousness have a significant impact on their propensity to complain. Theoretical and managerial implications of these findings are discussed in detail.