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

distributed, only 371 could be used in the analysis due to the incompleteness of

some of the responses. The sample was selected using non-random sampling

methods.

Percived
Complaint
Resolution
Physical Satisfaction
Easiness to Attitudinal
Complain Loyalty

Behavioural
Cognitive Loyalty
Easiness to
Complain

Brand Image

Figure 1: Conceptual Framework

The questionnaire included 23 closed-ended Likert scale questions which were
aimed at measuring 6 variables, namely, physical easiness to complain, cognitive

easiness to complain, complaint process satisfaction, brand image, attitudinal

loyalty, and behavioral loyalty. Figure 1 graphically illustrates the proposed
relationship among the above variables. Moreover, Table 1 provides more

information on the operationalization of constructs.

These questions were formed as attitudinal statements and were measured on a five-

point scale which ranged from strongly agree (5) to strongly disagree (1). The
midpoint of the scale was anchored at 3 (neither agree nor disagree). The

questionnaire was developed in English and then was back-translated to Sinhala, by
an expert in order to increase the validity of the data.

iv