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

Editorial

Impact of complaint management process on customer loyalty

Sirisena A.B.
Senior Lecturer, Faculty of Management and Finance, University of Ruhuna,

Matara, Sri Lanka.

Email: amila@badm.ruh.ac.lk

Abstract

Complaints are generally made by customers who are dissatisfied with the offer.

However, it is important to note that only a fraction out of the dissatisfied customers

complains and others simply will spread negative word of mouth. While service
failures are inevitable, successful recovery after a service failure is something every

organization can work on and it has also been identified as an important aspect of

customer repurchase behavior. More importantly, it is suggested in the literature,
that effective service recovery can even be better than delivering the service right in

the first place in capturing loyalty. The current study using a sample of 371
respondents comprising 16-25-year-olds looks at the importance of the complaint

handling process on customer repurchase behavior. Due to the nature of variables
structural equation modeling was used to analyze 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 perceived complaint resolution
satisfaction and brand image. Further, complaint satisfaction and brand image

positively impact customer loyalty as mediators.

Keywords: Brand Image, Complaint Ease, Complaint Satisfaction, Loyalty

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