Research into consumer behaviour typically deals with antecedents such as
product/service attitudes or consumers’ stated intentions to repurchase. However,
the correlation between intention and action may be quite small, and generally
includes other factors (Fishbein and Ajzen, 1975). However, some researchers have
addressed behaviour directly. For instance Lyons (1996) identifies factors underlying
complaining behaviour from focus group and interview data. She found that levels of
customer involvement and dissatisfaction made complaints more likely, but personal
and situational factors also played a part. She notes that restaurant complaints were
more concerned intangible and social issues than those encountered in other service