Why do dissatisfied customers no longer complain and never return? Customers do not necessarily express their dissatisfaction through complaints. Consequently, their grievances might never be heard. Past research has focused on the factors of complaining rather than non-complaining. Therefore, this study explores the non-complaining beliefs, intentions and behaviours of dissatisfied customers and breaks these down into five key factors.
Keywords: systematic literature review, non-complaining beliefs, dissatisfied customers, hospitality
How to Cite:
Kwok, S., (2019) “Can't complain: Factors influencing dissatisfied customers’ non-complaining behaviour”, New Vistas 5(2). doi: https://doi.org//uwl.85