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Service Quality as a Mediator of Customer Complaint Behaviour and Customer Loyalty

Author

Listed:
  • Aihie Osarenkhoe

    (Department of Business and Economic Studies, University of Gavle, Gävle, Sweden,)

  • Mabel Birungi Komunda

    (Department of Marketing and International Business, Makerere University Business School, Kampala, Uganda)

  • Jotham Mbiito Byarugaba

    (Department of Marketing and International Business, Makerere University Business School, Kampala, Uganda)

Abstract

Aims to examine the mediating role of service quality (SQ) in customer complaint behaviour (CCB) and customer loyalty (CL). Adopts a quantitative cross-sectional research design and uses the MedGraph program, Sobel tests and the Baron and Kenny method to test for mediation effect of SQ on the relationship between CCB and CL. SQ is a significant mediator in the relationship between CCB and CL of Ugandan mobile phone subscribers. Adding SQ to the relationship boosts the relationship between CCB and CL by 45% among the mobile phone subscribers studied. Findings suggest that when SQ is low, a high level of CL may not be attained among mobile phone subscribers. Managers, policy-makers, and mobile telephone companies should advocate and strive for improvements across all dimensions of SQ to boost the loyalty of cell phone customers. This study is the first to test the mediating role of SQ in the relationship between CCB and CL among mobile phone subscribers in a developing nation context. Contributes to the positive significant influence of SQ in enhancing the level of CL based on CCB.

Suggested Citation

  • Aihie Osarenkhoe & Mabel Birungi Komunda & Jotham Mbiito Byarugaba, 2017. "Service Quality as a Mediator of Customer Complaint Behaviour and Customer Loyalty," International Review of Management and Marketing, Econjournals, vol. 7(1), pages 197-208.
    • Handle: RePEc:eco:journ3:2017-01-27
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    References listed on IDEAS

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    1. Berry, Leonard L. & Zeithaml, Valarie A. & Parasuraman, A., 1985. "Quality counts in services, too," Business Horizons, Elsevier, vol. 28(3), pages 44-52.
    2. del Río-Lanza, Ana Belén & Vázquez-Casielles, Rodolfo & Díaz-Martín, Ana M, 2009. "Satisfaction with service recovery: Perceived justice and emotional responses," Journal of Business Research, Elsevier, vol. 62(8), pages 775-781, August.
    3. Gonzalez, Maria Elisa Alen & Comesana, Lorenzo Rodriguez & Brea, Jose Antonio Fraiz, 2007. "Assessing tourist behavioral intentions through perceived service quality and customer satisfaction," Journal of Business Research, Elsevier, vol. 60(2), pages 153-160, February.
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    Cited by:

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    More about this item

    Keywords

    Customer Complaint Behaviour; Service Quality; Customer Loyalty;
    All these keywords.

    JEL classification:

    • D1 - Microeconomics - - Household Behavior
    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality

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