An Integrated Model to Understand Online Complaint to the Firm, Online Negative Word of Mouth and Exit: Application of the Theory of Planned Behavior and the Theory of Trust-Commitment

Because of the proliferation of social media platforms, consumers can share both gratifying and dreadful experiences with brands, and can voice their needs more openly and prominently than ever before. In this study, we propose an integrative model linking psychological and social factors based on the theory of planned behavior and the theory of trust and commitment to analyze three types of complaint behavior: complaints to the firm’s official channels, electronic negative word of mouth, and exit. To empirically validate our model, we conducted a rigorous study involving 600 Tunisian supermarket customers, prompting them to recall recent negative shopping encounters. We conducted a two-stage analysis: exploratory and confirmatory to verify the reliability and validity of the measurement scales. To test the research hypotheses, we used the structural equation method. The results show that dissatisfaction has a significant impact on the intention to complain to the firm’s official channels. It does not, however, impact either the intention to spread negative word of mouth on social media or the intention to exit. We have also shown that trust in the firm has a positive impact on the positive attitude towards complaints, subjective norms, and perceived control. Favorable attitude towards complaints and relational commitment drive consumers to complain through the firm’s official channels at the expense of negative word of mouth on social media. Finally, we found that price-sensitive consumers are more likely to file complaints through the brand’s official channels to maintain a long-term relationship with the brand. Based on our results, we propose theoretical and managerial implications.