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The Effect of Perception of Complaint Management System on Purchase Intention: The Mediating Role of Cognitive Dissonance

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  • S.K. Chadha
  • Purva Kansal
  • Suriti Goel

Abstract

Traditionally, purchase intention has been a very popular dependent variable among the marketers and researchers. A very important antecedent of purchase intention is cognitive dissonance (CD). CD, in turn, is affected by a number of factors. One such factor is the risk of the consumer of not getting a proper redress solution in case he faces any problem with the product after its use. This risk is termed ‘the perceived recourse and redress risk (PRRR)’. It is used as a measure to analyse the efficiency of complaint management systems (CMSs). The study aims to analyse how consumers perceive the CMS of companies and its effect on the perception of CD with its subsequent effect on purchase intention. The study was carried out in the pre-purchase context on a sample of 600 respondents across five cities. The structural equation modeling (SEM) was used to analyse the data. The results indicated that among the eight dimensions of PRRR, only four dimensions affected the CD of customers, namely: no response, rudeness, extended delay and no action from customer care. The study leaves an implication for marketers to work on these dimensions and make the CMS more effective in order to increase the purchase intention of consumers.

Suggested Citation

  • S.K. Chadha & Purva Kansal & Suriti Goel, 2018. "The Effect of Perception of Complaint Management System on Purchase Intention: The Mediating Role of Cognitive Dissonance," Vision, , vol. 22(4), pages 347-355, December.
    • Handle: RePEc:sae:vision:v:22:y:2018:i:4:p:347-355
    DOI: 10.1177/0972262918803473
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    References listed on IDEAS

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