A STUDY ON THE RELATIONSHIP BETWEEN PERSONALITY TRAITS AND CONSUMER COMPLAINT BEHAVIOR

In the twenty-first century, rapid change and dramatic development in the way of doing business has caused time to pass faster and increased competition worldwide. Companies now have stopped to think traditionally. Instead, they started to care more about customers, made them their main focus point and started to give more importance to their ideas. From this perspective understanding, customers are integral in order to survive and confront competition. One of the most effective ways of understanding customers is to understand the dissatisfactions of consumers during or after shopping. In this regard in this study, it is analyzed that whether there is a relationship between the consumers' complaint behaviors when confronted with dissatisfactions and locus of control (internal-external locus of control). According to the results, three different complaint behaviors were found. These are; passive complaint behavior which means not to complain or complain only when asked, active complaint behavior which means to complain actively and seek remedy and active complaint behavior through social media which means consumers actively complain but they want other people to hear the dissatisfaction. In this research, the chi-square independence test was used. According to results, it was found that there is a significant relationship between the locus of control and consumer complaint behaviors, and participants who have an internal locus of control mostly choose active complaint behavior or active complaint behavior through social media and participants who have an external locus of control choose passive complaint behavior.