Page 13 - rohana_journal_No_13-2020-PRINT_03_of_03 -edit-2023_07-corre

Research Journal of the University of Ruhuna, Sri Lanka- Rohana 13, 2021

Next, the study looks at the indirect effects. Table 7 reveals that the indirect effects

are significant for all paths. In order to further identify specific indirect effects and

the mediator roles, the study looked at specific indirect effects. Results reveal that
both brand image and complaint satisfaction mediates the relationship between ease

of complaining (both physical and cognitive ease) and attitudinal loyalty and the

results are significant (Refer to Table 8).

However when it comes to the mediating relationship between behavioral loyalty
and ease of complaining the study observed slightly different results. While the

Brand image works as a statistically significant mediator between ease of
complaining (both physical and cognitive ease) and loyalty, complaint satisfaction

does not register a statistically significant mediator effect when tested between ease
of complaining (both physical and cognitive ease) and behavioral loyalty. Refer to

Table 8 for more details.

Table 7: Total Indirect Effects

b SD t-value p-value

Cognitive Ease in Complaining -> Attitudinal 0.388 0.072 5.364 0.000
Loyalty 0.437 0.080 5.486 0.000
Cognitive Ease in Complaining -> Behavioral
Loyalty 0.374 0.063 5.902 0.000
Physical Ease in Complaining -> Attitudinal
Loyalty 0.305 0.065 4.698 0.000
Physical Ease in Complaining -> Behavioral
Loyalty
Source: Survey Data, 2018.
The study reveals that successfully resolving complaints and solving problems leads

to improved complaint satisfaction and brand image. Higher satisfaction and brand

image increase loyalty. Thus the study recommends firms carefully review their
complaint-handling processes. While some level of mistakes and customer

dissatisfaction is unavoidable, the results reveal that firms should always have
correct practices in place for customers to both make complaints with ease and

procedures to solve those complaints with equal ease. The study also acknowledges
the importance of further studies in the area in order to increase the validity and the

ix