Complaints delivered directly to a firm will not be a problem if they
can be handled properly, while the ones that are not disclosed directly
to the firm but to a third party or even warnings to others not to use
particular products or services, will be negative word-of-mouth
communication. It can damage the image of the firm and be very
detrimental. The purpose of this study was to analyze the antecedents of
intention to engage in negative online word-of-mouth communication that
includes dissatisfaction, service importance, success of complaint,
complaint benefit, self confidence, altruism, retaliatory intention, and
complaint cost. Medical services were selected considering the impact
caused by the negligence of the service provider possibly giving rise to
negative word-of-mouth communication. The online environment has been
considered because of the developments in technology which provide
opportunities for consumers to communicate with ach other. In addition,
the dissemination of information through online media can spread
incredibly widely and rapidly . The samples in this study comprised
consumers of medical services who had disappointing experiences in using
those services either directly or indirectly. A total of 123
questionnaires were analyzed with multiple regression analysis to test
the research hypothesis. The results showed that the factors influencing
the intentions behind negative online word-of-mouth communication were
success of complaint, altruism, retaliatory intention, and complaint
cost. [ABSTRACT FROM AUTHOR]