| Summary: | The purpose of the project is to further understand the effects of sport service post-consumption evaluation factors on customer complaining behaviour due to dissatisfactory or negative sports service experience. A non-experimental, cross-sectional online survey was used for this study. 411 valid surveys were collected through sharing of the online survey on various platforms, over an eight-week period. This study sheds light on the evaluative thought and behavioural processes pertaining to sport service post-consumption and the resulting actions taken by consumers. The empirical findings suggest that all the tested independent variables were strongly and significantly correlated with the propensity to complain with the independent variable “perceived benefits/cost of complaints” having the strongest correlation. Moreover, complaints were more likely to be made online than offline when dissatisfied. Ultimately, the present study suggests that dissatisfied customers generally make their complaints using online mediums especially when there is an increased perceived benefits/cost of complaining. Hence, it would be beneficial for sports service providers to improve its Customer Relationship Management (CRM) as well as revise existing company policies and guidelines in order to quell unavoidable customer dissatisfaction and hence channel these customer dissatisfactions into customer loyalty and satisfaction, thus benefitting the company or organisation.
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