| dc.description.abstract | The situation where a product or service is defected means that consumers can have dissatisfaction,
which can be expressed by the behavior of complaining. It is concluded that their behavior is often
guided by personal characteristics, as well as by situational-influence factors. This study illustrates
the determinants that lead to complaint behavior of consumers. Furthermore, this study also shows
that the tendency to complain might have negative impact on customer’s brand loyalty
This study focuses on the case of Agencies in Ho Chi Minh city, in details how a client’s complaint
is impacted by different causes, and how it leads to a decreased brand loyalty towards the agency.
In this context, complaining behavior is proven to result from different determinants. Social norms,
personal control, attitude towards complaining, and dissatisfaction in specific situation are four
most vital reasons that lead to a complaint from the client side when they are unhappy with
agencies’ performance. Since complaining, it is believed that brand loyalty of customers is likely
to decrease. A conceptual model of complaining behavior is formulated, which illustrates certain
factors influencing complaint behavior, and how complaining affects negatively the extent of
brand loyalty. Moreover, a testing survey is launched within client-sided employees and managers
in various fields with an aim to explore and prove certain aspects of the model. | en_US |
