The Effect of Magnitude of Failure and Complaint Handling on Brand Credibility

The purpose of this study was to investigate the effect of service failure and Complaint handling on brand credibility by mediating satisfaction with complaint handling and customer overall satisfaction. The population of the study consisted of all Pasargad insurance clients in Guilan province. A sample of 381 people was obtained using Krejcie and Morgan table. A total of 400 questionnaires were distributed. Finally, 385 questionnaires were filled out to be suitable and defective. Validity and reliability were reviewed and approved. In order to analyze the data have been modeling of structural equations with Smart PLS software. The results showed that complaints handling on satisfaction with complaint handling had a direct effect. Satisfaction with complaint handling also affects the overall satisfaction and brand credibility. In addition, the effect of overall satisfaction on brand credibility was confirmed. In addition, data analysis showed that the magnitude failure has adverse effect on satisfaction with complaint handling.