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Abstract Taking customers who have experienced dissatisfaction as the respondents, this paper investigates the factors influencing customers' direct complaint, private complaint, the third party complaint, the interrelationship among these complaints and their impact on customers' re-purchasing intention by logistic regression analyses. we find that the factors that included in the study, when all are mutually controlled, have insignificant impact on the three types of complaints; Secondly, customers' direct complaint iss negatively associated with private complaint when some important factors are controlled, and both are not significantly associated with customers' third party complaint; Thirdly, customers' re-purchasing intention is positively related with their direct complaint, negatively related with their private complaint, and insignificantly related with their third party complaint. The theoretical contribution and implications of the research findings are suggested.
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Received: 18 February 2009
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Corresponding Authors:
ZHUANG Gui-jun
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2009, Vol. 1 
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