Coping Behaviors v.s. Customer Complaint Behavior : A Study of Iranian Consumers' Coping Behaviors with Service Failures

Consumer researchers have become increasingly interested in the study of coping. This research contributes to this novel paradigm by investigating structural theories of coping with service failure using a hierarchical structure. Design/methodology/approach – For this purpose after an extensive review of related literature, the preliminary scale consist of 45 items was adopted and compiled from previous studies. The paper uses both exploratory (EFA) and confirmatory (CFA) factor analysis to examine the factor structure and psychometric properties of these items.Findings – After a confirmatory factor analysis and reliability and validity tests, a hierarchal model with three higher order and nine lower order factor, was obtained.Originality/value – Despite the importance of coping strategies in service failure context, there isn't any considerable research in Iran to identify coping behaviors