Employees who come into direct contact with guests must pursue and encourage complaints if a company wants to maintain its customer base (Chebat, Kerzazi, & Zourrig, 2010; Hudson, 2008). The study conducted on 300 customers who have experienced negative incidents from two American universities, indicates that only a few express their complaints, so it is important to note that complaints are an opportunity to solve problems and is a form of feedback that should be used to learn from mistakes (Chebat, Kerzazi, & Zourrig, 2010). On the other hand, the study by Chebat, Kerzazi and Zourrig (2010) better demonstrates the causes of dissatisfied customers because individualistic countries such as America, which have similar characteristics to New Zealand society, where freedom of personal expression and values is common, and customers believe it is their right to express their dissatisfaction with the service provider. Therefore, comprehensive consumer awareness training may not be applicable to New Zealand culture compared to collective societies where it is not customary to express concerns. Furthermore, the research sample conducted focuses only on respondents aged 18 to 25 and does not consider the different experiences or perceptions of other age groups, so discrepancies cause the results to be linked to a specific age