Paper Title
It’s Time For Divorce: The Evidence of Dissatisfied Loyal Generation Z Leaves The Brands

Customer loyalty towards the products or services is critical in business operation. Customers in different generations respond to brand loyalty at different levels, especially Generation Z customers display relatively low levels of brand loyalty. When the product or service does not meet their expectations, Generation Z would be dissatisfied and no longer have the patience for the brand. Sometimes they may avoid engaging with the brand that they had negative experiences with (brand avoidance), or they may even end their relationships with the brand and start a relationship with a new one (brand switching). Therefore, in order to mitigate the potential impacts on the business operation, marketers and executives should strive to maintain the relationship between brands and customers by finding solutions to build the highest satisfaction and loyalty. This quantitative research aims to study customer complaint behaviors of Generation Z in Thailand. The research used a self-administered questionnaire to collect data from 358 samples who had experiences in filing complaints against a product or service. Using multiple regression analysis, we found a significant positive impact of brand loyalty on brand avoidance and switching. On the contrary, brand loyalty has no significant effect on brand revenge. This study contributed to the body of knowledge for marketing scholars and practitioners to better understand Generation Z and their loyalty to the brand. In the past, loyal customers portray positive consumer-brand behaviours such as willingness to pay a price premium, positive WOM, etc. However, this research shows negative consumer-brand behaviours. In conclusion, when loyal Generation Z customers are dissatisfied with products or services, they will avoid brands and switch to other brands. Keywords - Generation Z, Brand Loyalty, Brand Switching, Brand Avoidance, Brand Revenge