Examining the factors affecting on customer complaint behavior: with the mediator role of post-purchase regret in the fashion clothing Industry

The rumination is like worries, with the difference that rumination focuses on bad feelings and past experiences, while worries focuses on potential possibility of bad events in the future. Among the factors that are needed to facilitate the daily life of the consumer with a high level of rumination, fashion clothes is an important and significant factor for many consumers. In this regard, the purpose of this study is to investigate the factors affecting on customer complaints behavior with emphasis on mediator role of post-purchase regret in the fashion clothing industry. The present study uses a survey method to collect data and use correlation method to analyze the data. The statistical population of this research is 400 people who are referred to shopping centers in Semnan. The questionnaire based on Likert spectrum was used in order to collect information and structural equation modeling was used to analyze the data. Findings of the research indicate that indulgence and sales experience have a negative and significant effect on post-purchase regret. Also indulgence has a positive and significant effect on the post-purchase regret. Finally, there was a significant negative effect between post-purchase regret and complaint behavior