The role of the customer–seller relationship in the intention of the customer to complain: A study of Chinese restaurateurs

The potential benefits of customer–seller relationships in the area of consumer complaints are seldom advocated, particularly in the relational oriented, Chinese society. The purpose of this paper is to explore how customer–seller relationships affect the intention of Chinese consumers to complain. Given that Chinese are collectivistic by nature, this paper also examined the effect of social approval and pressure on the act of complaining. Several relationships between personal attitudes, the subjective norm, perceived behavioral control, the extent of relational contact and the complaining intention of Chinese consumers were postulated. Results show that the complaining intention of Chinese consumers is influenced by customer–seller relationships and the social pressure on act of complaining while personal attitudes do not have any effect. Possible explanations for the results and implications for researchers and practitioners are presented.