The impact of perceived discrimination on customers complaining intention with the mediating role of customer angry and the moderating role of reaction power

Managing customer complaints and gaining their satisfaction is one of the most important concerns of business managers in the field of customer relationship management. Therefore, the purpose of this study was to investigate the effect of perceived discrimination on complaining intention with the mediating role of customer anger and the moderating role of customer reaction power. This research is applied in terms of purpose and is one of the few studies. The statistical population of the study included customers of famous restaurants in Tabriz that the available random sampling method was used for sampling. Data collection in this study was done through a questionnaire. On the other hand, the research hypotheses were tested by structural equation modeling using SPSS and SmartPLS software to analyze the data. The results of this study showed the effect of customer angry was perceived as a mediating variable between discrimination and complaining intention was confirmed. On the other hand, the moderating role of the reaction power variable in the relationship between customer angry and complaining intention was not significant. Finally, this study can help business managers to identify the backgrounds that affect customer complaints and enable them to understand the factors that cause customer complaints to prevent it from occurring and increase their profits by gaining their satisfaction.