Abstract
Saudi Arabia has the largest economy in the Middle East and is rich in oil (OPEC 2022). Saudis are becoming more consumerist, according to surveys. Saudi Arabia's issues will take years to solve due to government spending control, income adjustment, the shift from oil-driven to job-creating growth, and consumer behaviour changes. Saudi Arabia faces many consumption-related environmental issues as oil production rises. Road transport is a major energy user in Saudi Arabia (Atalla, Gasim, and Hunt, 2018). Rising earnings have allowed most families to buy private cars. However, the lack of public transit infrastructure in cities makes private cars necessary. On the other hand, any service delivery that falls short of the customer's expectations is called service failure (Santos et al., 2022). Customers who are dissatisfied frequently exhibit "consumer complaint behaviour," also known as "CCB," which is linked to customer satisfaction. In Saudi Arabia, even if people are dissatisfied with the products or services that they receive at the gas stations, consumers frequently fail to express their dissatisfaction (Badghish, S., et al., 2015). According to the survey, to avoid a negative image, Saudi service providers must research the local market as well as the effects of social media on CCB.