Investigating the Effect of Customer Complaints and Distrust onPurchase Intention in Tabriz Restaurants

Nowadays, customer retention is very important for all businesses, because the survival of any business depends on its loyal customers to have a reliable future estimate. One of the most important topics in this category is related to customer voice and building trust for customers. Therefore, the main purpose of this study is to investigate the effect of customer complaints and distrust on the purchase intention. The statistical population of this study includes customers of famous restaurants in Tabriz. Data collection was done by a questionnaire. To investigate this research, several hypotheses have been presented that have been analyzed using multiple regression method. The results show that despite more complaints and lack of customer trust, customers show delayed purchase behavior or no purchase.