University of Isfahan New Marketing Research Journal 2228-7744 6 0 2016 04 20 Studying the Effect of Self-Construal on Consumers Complaining Behaviour Studying the Effect of Self-Construal on Consumers Complaining Behaviour 157 176 17842 10.22108/nmrj.2016.17842 FA Fatemeh Toopa Esfandiari Hossein Norouzi کرج، عظیمیه ، میدان مهران، خیابان احسان غربی ، پلاک 5، واحد 5 0000-0002-0340-329X Hossein Norouzi خیابان امام رضا رضوان 39 مروارید 12 Mahdi Mohazabi Journal Article 2016 06 14 Considering the importance of addressing consumer's complaints, this study examines the causes of discontent in consumers and how they respond to this dissatisfaction according to their types of self-construal (independent and dependent). The research statistical population includes the customers of restaurants in Chalus city. The research questionnaire was issued in two sections including the questions related to complaining behaviour and the questions related to self-construal type. Also the questionnaire reliability was confirmed using Cronbach's alpha coefficient (α=0.754). In addition, the research hypotheses were analyzed using structural equation modeling via AMOS software. Considering the importance of addressing consumer's complaints, this study examines the causes of discontent in consumers and how they respond to this dissatisfaction according to their types of self-construal (independent and dependent). The research statistical population includes the customers of restaurants in Chalus city. The research questionnaire was issued in two sections including the questions related to complaining behaviour and the questions related to self-construal type. Also the questionnaire reliability was confirmed using Cronbach's alpha coefficient (α=0.754). In addition, the research hypotheses were analyzed using structural equation modeling via AMOS software. https://nmrj.ui.ac.ir/article_17842_014a582d9dd50605cdac00d64e93728f.pdf