Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing

DOI Web Site Web Site 被引用文献7件
  • Stephen S. Tax
    Faculty of Business, University of Victoria.
  • Stephen W. Brown
    College of Business, Arizona State University.
  • Murali Chandrashekaran
    The Ronald J. Dornoff Fellow of Teaching Excellence and Associate Professor of Marketing, College of Business Administration, University of Cincinnati.

書誌事項

公開日
1998-04
権利情報
  • https://journals.sagepub.com/page/policies/text-and-data-mining-license
DOI
  • 10.1177/002224299806200205
公開者
SAGE Publications

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説明

<jats:p> Many companies consider investments in complaint handling as means of increasing customer commitment and building customer loyalty. Firms are not well informed, however, on how to deal successfully with service failures or the impact of complaint handling strategies. In this study, the authors find that a majority of complaining customers were dissatisfied with recent complaint handling experiences. Using justice theory, the authors also demonstrate that customers evaluate complaint incidents in terms of the outcomes they receive, the procedures used to arrive at the outcomes, and the nature of the interpersonal treatment during the process. In turn, the authors develop and test competing hypotheses regarding the interplay between satisfaction with complaint handling and prior experience in shaping customer trust and commitment. The results support a quasi “brand equity” perspective—whereas satisfaction with complaint handling has a direct impact on trust and commitment, prior positive experiences mitigate, to a limited extent, the effects of poor complaint handling. Implications for managers and scholars are discussed. </jats:p>

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