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The impacts of complaint efforts on customer satisfaction and loyalty

Author

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  • Ruiying Cai
  • Christina Geng-Qing Chi

Abstract

This study identifies the depth structure of customer complaint efforts and investigates the roles of each dimension in the structural relations with customer satisfaction and loyalty. Three dimensions of customer complaint efforts were identified, procedural effort, cognitive effort, and affective effort in the restaurant context. This study uses two subsamples to develop and validate the proposed three-dimension customer complaint efforts scale. Exploratory factor analysis was conducted on the first subsample of 211 participants. Confirmatory factor analysis and structural equation modeling were applied on the second subsample of 328 participants. It is found that customers’ physical/procedural and cognitive efforts exerted during the complaint resolution process compound their affective efforts, which further reduce customer satisfaction with the complaint process and erode customer behavioral and attitudinal loyalty. This study bridges the research gap gaps and provides managerial implications to help reduce customer complaint efforts and ensure positive customer behaviors.

Suggested Citation

  • Ruiying Cai & Christina Geng-Qing Chi, 2018. "The impacts of complaint efforts on customer satisfaction and loyalty," The Service Industries Journal, Taylor & Francis Journals, vol. 38(15-16), pages 1095-1115, December.
    • Handle: RePEc:taf:servic:v:38:y:2018:i:15-16:p:1095-1115
    DOI: 10.1080/02642069.2018.1429415
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    Citations

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    Cited by:

    1. Dana Yagil & Hana Medler-Liraz, 2019. "The effect of customer social status and dissatisfaction on service performance," Service Business, Springer;Pan-Pacific Business Association, vol. 13(1), pages 153-169, March.
    2. Lee, Tingko & Sam Liu, Chih-Hsing & Li, Pei-Hsun, 2021. "The influences of cooperative climate, competitive climate and customer empowerment on service creativity," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    3. Mohita Maggon & Harish Chaudhry, 2018. "Exploring Relationships Between Customer Satisfaction and Customer Attitude from Customer Relationship Management Viewpoint: An Empirical Study of Leisure Travellers," FIIB Business Review, , vol. 7(1), pages 57-65, March.
    4. Colmekcioglu, Nazan & Marvi, Reza & Foroudi, Pantea & Okumus, Fevzi, 2022. "Generation, susceptibility, and response regarding negativity: An in-depth analysis on negative online reviews," Journal of Business Research, Elsevier, vol. 153(C), pages 235-250.
    5. Phimai Nuansi & Piya Ngamcharoenmongkol, 2021. "Proactive Complaint Management: Effects of Customer Voice Initiation on Perceived Justices, Satisfaction, and Negative Word-of-Mouth," SAGE Open, , vol. 11(3), pages 21582440211, September.
    6. António Cardoso & Marx Gabriel & Jorge Figueiredo & Isabel Oliveira & Reiville Rêgo & Rui Silva & Márcio Oliveira & Galvão Meirinhos, 2022. "Trust and Loyalty in Building the Brand Relationship with the Customer: Empirical Analysis in a Retail Chain in Northern Brazil," JOItmC, MDPI, vol. 8(3), pages 1-15, June.
    7. Shahzad, Arfan & Yaqub, Rana Muhammad Shahid & Di Vaio, Assunta & Hassan, Rohail, 2021. "Antecedents of customer loyalty and performance improvement: Evidence from Pakistan's telecommunications sector," Utilities Policy, Elsevier, vol. 70(C).
    8. Cho, Heetae & Chi, Christina & Chiu, Weisheng, 2020. "Understanding sustained usage of health and fitness apps: Incorporating the technology acceptance model with the investment model," Technology in Society, Elsevier, vol. 63(C).
    9. António Cardoso & Augustė Paulauskaitė & Hajar Hachki & Jorge Figueiredo & Isabel Oliveira & Reiville Rêgo & Rui Silva & Galvão Meirinhos, 2022. "Analysis of the Impact of Airbnb Brand Personality on Consumer Involvement and Institutional Trust," JOItmC, MDPI, vol. 8(3), pages 1-16, June.

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