The Effects of Organizational Complaint Responses on Consumer Satisfaction, Word of Mouth Activity and Repurchase Intentions

Abstract

This research investigates the link between organizational responses and post complaint consumer behavior, including satisfaction, word of mouth and intentions to repurchase. A conceptual model is introduced and empirically tested using structural equations modeling. The results are largely supportive of the hypothesized model. Satisfaction with the complaint response has a strong direct impact on word of mouth and intention to repurchase, however the relationship of word of mouth with intentions is not significant. The numbers of mail and telephone contacts made with the company to achieve problem resolution are negatively related co satisfaction, but not significantly related to subsequent word of mouth activity. Limitations of the study are discussed and directions for future research assessed .

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