Complaint intention of consumers of canteen service in Vietnam - A case of IU Canteen
Abstract
In today economy, especially Vietnamese culture, people’s demand is higher
and higher, but when they face a service incident, rather than coping with it, they tend to
keep silent and walk away. Therefore, this research’s purpose is to examine the factors
that influence customers’ intention to complain of IU canteen in International University.
The major objective is to research the relationship between attitude towards complaining,
subjective norm, and perceived self-efficacy with complaint intention.
Take 250 students in International University as a sample for the whole
population, various of analysis were conducted to explore the relationship. As a result,
the findings showed that all of the three factor, including attitude towards complaining,
subjective norm and perceived self-efficacy have positive impact on complaint intention
of customers. Moreover, by investigating these factors, service providers have more
chance to receive the feedback in form of complaining from their customers. After that,
they can be used as indicator for developing the service and system, and also as a
recommendation for further researches.
Keywords: complaint intention, attitude towards complaining, subjective norm, selfefficacy.