An unvoiced complaint: an exploratory study of unifi complainers and non-complainers

This study was driven by the interest in marketing. It aimed to explore and better understand the responds styles of complainers, the factors affecting non-complainers to avoid complaining, and the personality traits of complainers and non-complainers. Many studies have been conducted in this area to understand the behaviour of complainers and non-complainers. However, most of these studies were carried out in the Western countries, and only few were conducted in Malaysia. This study aimed to understand why complainers lodge complaint and non-complainers did not voice any complaint to TM.