African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 156

Article in Press

USING THEORY OF PLANNED BEHAVIOUR TO EXPLAIN THE CONSUMER COMPLAINT BEHAVIOUR: A CROSS-CULTURE ANALYSIS

Wenjie Zhao, Md. Nor Othman, Ping Chen and Yufang Ding

  •  Received: 06 September 2017
  •  Accepted: 19 February 2019
To explain the determinants that influence consumer complaint behaviour, Ajzen’s theory of Planned Behaviour (TPB) provides the conceptual research framework. The appropriateness of the theory is tested on the three different ethnic groups in Malaysia – Malay, Chinese and Indian. The findings show that the TPB presents a reliable model in predicting the complaint behaviour, as the results show an acceptable goodness of fit index and are consistent with previous findings. The results also offer considerable support for the Malay sample and Chinese sample. The Indian sample is not supported well for the TPB model because of the small sample size. However, the results for the Malay and Chinese samples are consistent with previous research.

Keywords: Theory of Planned Behaviour, Consumer Complaint Behaviour, Cross Culture