A Comprehensive Model of Customers’ Complaint Behavior

The purpose of this article is to determine the factors influencing the complaint behavior of service customers and suggested a model that gives a dynamic view of customer’s complaint behavior. The conceptual model supported by study and research done in the context of complaint behavior analysis. In addition, numerous science researches in different industries (services and products) supported the model. Research findings show that the complaint behavior of customers is a very complex behavior of customer dissatisfaction. Many factors determine the type and severity of complaints and these factors can be classified into four factors such as personal (individual) factors, service factors, situational factors and macro element. Different Kinds of people’s coping strategies is an effective factor in the selection of complaint behavior type. Analyzing and identifying different factors that cause the complaint behavior is important for different types of services. This model is a comprehensive one in complaint behavior that identifies important factors.