Although interest in consumer complaint behavior has been growing in recent years with hundreds of studies published annually, most research has focused on specific aspects of consumer complaint behavior, and only a few studies have comprehensively examined the process from the causes to the outcomes of complaint behavior. Moreover, even these studies have produced divergent results, failing to reach consensus. In particular, highly inconsistent findings coexist regarding the role of product importance in studies that have comprehensively examined the process of consumer complaint behavior, necessitating further research on this topic. An empirical investigation of consumers who had experience engaging in complaint behavior revealed that product importance plays a significant moderating role in the integrative model of consumer complaint behavior.