Özet:

The purpose of this study, complaint behaviors, exhibited by university students due to their dissatisfaction after purchase about electronic products, are tried to explain with a proposed structural equation model (SEM). For this purpose, 329 university students' participation levels of various attitude and behavior expressions towards the complaint were measured with 5-point Likert scale. In proposed research model, seven factors are the alienation (ALN) and controllability (CON) towards the complaint as exogenous latent variables, the perceived value of complaint (VAL), the complaint will be successful faith (LKH), the complaint intention (CI), public complaints behavior (ALE) and implicit complaint behavior (ORT) as internal latent variables. Proposed model, students’ alienation from the companies shopping and belief that the controllability of the company effect on attitudes and behaviors of the complaint has been tested 13 hypotheses. Result of the analysis, seven of the proposed hypotheses to test of casual relations was supported

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