چکیده (انگلیسی):

The electronic channel for consumer complaining has increased dramatically in recent years and
continued growth is expected in the future. The objective of this research was to explore how
computer-mediated communication is being used as a channel for complaining in higher education.
A study was conducted of the complaint intentions of 222 students at one college in the eastern half
of the United States. Four complaining dimensions were studied: Voice, Negative Word-of-Mouth,
Third Party, and Exit. The results indicated that the most common behavioral intentions are:
Complain to other students face-to-face, complain to the professor in office, and never take another
class from the professor. The research findings also indicate the number of students who are likely
to use computer-mediated communication to complain. In addition, the results show strong
correlations between computer-mediated complaining and other complaining responses.
INTRODUCTION