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The study aims to explain the customers’ complaint behavior. This especially attempts to reveal the relationships among antecedent variables of complaint behavior. The study uses hypothetically quantitative design research to explain relationships among variables. Due to the infinite number of population, accidental sampling technique is implemented. Path analysis and subgroup analysis were adopted to analyze the data. It was found that that customer’s individualism affect customer’s self confidence and gender was found to be a moderating variable in the relationships. The customer’s self confidence influences the customer’s voice intention and gender was not moderating in this relationships. The customer’s individualism did not affect the voice intention and gender was found to be the moderating variable in this relationship.

COMPLAINT BEHAVIOR: RELATIONSHIPS INDIVIDUALISM, SELF CONFIDENCE AND VOICE INTENTION WITH GENDER AS MODERATING VARIABLE