Will You Tolerate This? The Impact of Affective Commitment on Complaint Intention and Postrecovery Behavior

Heiner Evanschitzky · Christian Brock · Markus Blut

90 citations0/0 files storedJournal of Service Research

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Customer Service Quality and Loyalty Service and Product Innovation Customer churn and segmentation

Abstract

Successful complaint management primarily depends on customers' willingness to voice their complaints and on companies' ability to adequately deal with these complaints. This article investigates the impact of one relationship characteristic in the complaint management process: affective commitment. Based on two studies, the authors investigate whether affective commitment moderates the impact of complaint barriers on complaint intention (a) and whether it moderates the link between complaint satisfaction and purchase behavior after the complaint (b). Results show that affectively committed customers exhibit higher complaint intention irrespective of the level of complaint barriers. Furthermore, affectively committed customers display little change in their postrecovery behavior, even after a service failure followed by an unsatisfactory recovery attempt. It seems that these customers are tolerant and want to help the provider improve their business. Affective commitment seems to amplify willingness to help the company by means of voicing dissatisfaction despite considerable efforts in doing so. Moreover, affective commitment buffers the negative effects of service failures on postrecovery behavior. Findings have important implications for managers. They highlight the necessity to measure customers' affective commitment. Based on that, tailored complaint systems can be designed, which help in achieving a more effective allocation of resources for customer recovery.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1994The Commitment-Trust Theory of Relationship Marketing 1969Attachment and Loss 2025Advances in Consumer Research 1990The measurement and antecedents of affective, continuance and normative commitment to the organization 1970Exit, Voice and Loyalty: Responses to Decline in Firms, Organizations, and States.1991A three-component conceptualization of organizational commitment 1987Developing Buyer-Seller Relationships

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