Abstract:
Complaints are generally made by customers who are dissatisfied
by the offer. However it is important to note that only fraction out
of the dissatisfied customers who actually complain while other
will spread negative word of mouth. While service failures are
inevitable successful recovery after service failure has been
identified as an important aspect of customer repurchase. Some
even suggest that better recovery is even better than delivering
the service right in the first place. The current study using a
sample of 371 respondents comprising 16-25 year olds to look at
the importance of complaint handing process on customer
repurchase behaviour. Due to the nature of variables structural
equation modelling was used to analyse the data, where PLS
regression was used as the statistical tool. The study found out
that ease of complaining; both physical and cognitive ease is
important for customer complaint satisfaction and brand image.
Further complaint satisfaction and brand image positively impact
customer loyalty as mediators.
