Özet:

This study aims at exploring the effects of behavioral and individual factors on restaurant customers’ intentions to complain. Relying on the prior research, the current paper operationalized the variables of planned behavior theory (attitudes, subjective norms, and perceived behavioral control) as behavioral factors whereas information level and self-importance were included into the model as the representatives of individual factors. Questionnaires were administered to 582 participants in İstanbul. After elimination of questionnaires which were not completed or contained extreme values, remaining 375 questionnaires were further analyzed. First, a confirmatory factor analysis was conducted to evaluate the measurement model. Second, five hypotheses of the research were tested by using structural equation modeling. The findings supported all the hypotheses. Specifically, the research revealed that attitude, subjective norms, perceived behavioral control, self-importance, and information level were good predictors of restaurant customers’ intention to complain. Study concluded with recommendations for practice and future research

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