Studying the Effect of Self-Construal on Consumers Complaining Behaviour


1 کرج، عظیمیه ، میدان مهران، خیابان احسان غربی ، پلاک 5، واحد 5

2 خیابان امام رضا رضوان 39 مروارید 12


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.