bagher asgarnezhad norie ,somayeh saebniya2 ,allahyar beige firoozi

Complaint management has always been an important tool for marketing managers to deal with grievances; Especially in the service sector where customers evaluate the performance and not the product itself. Constant focuse on the factors affecting the complaining behavior of customers is considered as the main factor in the success of marketing programs. this study aims to investigate the factors affecting the complaining behavior of customers. The statistical population includes all customers of Ardabil Airport. The sample size based on Morgan table was 312 people who were selected by non-random sampling method. Data were collected using the standard Lin Jane (2009) questionnaire and validity based on structural, diagnostic and convergent methods and reliability was assessed using a combined method. Conceptual model estimation was performed using structural equation modeling and LISREL software. The results showed that understanding the value of complaints has no effect on customers' complaining behavior; However, the effect of the possibility of success of the complaint, attitude towards the complaint, willingness to complain, behavioral control, previous experiences and perception of alienation on the complaining behavior of customers was confirmed.