Author(s): George KJThe online purchase platform, as an interactive channel provides the customer an instant and easily comprehensible path not only to facilitate purchase but also to broadcast their feelings and opinions about products and services. Why are some customers so reluctant to complain? Customer makes a mental assessment of the worthiness of their complaint, the likelihood of success, and the effort. What is important is not just the customer???s likelihood of complain but the repurchase in future, customers who are dissatisfied with the services should be encouraged to voice their complain and seek redress for the same because this will provide the service provider with an opportunity both to make amends with the customer and also develop loyalty and long-term profitability. The current research contributes insights into the following areas, the factors that encourage complaint behavior, a reliable scale, validated that exhibits the multi-dimensional conceptualization of the construct ???Customer Intention to Complain???.