International Journal of Advanced and Applied Sciences
Int. j. adv. appl. sci.
EISSN: 2313-3724
Print ISSN: 2313-626X
Volume 4, Issue 3 (March 2017), Pages: 79-86
Title: Mediating effect of SATCOM on the relationship between consumer complaint behaviour and relationship quality
Author(s): Mohd. Khirzanbadzli A. Rahman 1,2, *, Norlida Jaafar 2, Laily Paim 3, Syuhaily Osman 3, Sharifah Azizah Haron 3,4
Affiliation(s):
1Institute of Business Excellence, Universiti Teknologi MARA, 40450 Shah Alam, Selangor, Malaysia
2Faculty of Business and Management, Universiti Teknologi MARA, 40450 Shah Alam, Selangor, Malaysia
3Faculty of Human Ecology, Universiti Putra Malaysia, 43400 Serdang, Selangor, Malaysia
4Malaysian Research Institute on Ageing (My Ageing), Universiti Putra Malaysia, 43400 Serdang, Selangor, Malaysia
https://doi.org/10.21833/ijaas.2017.03.013
Abstract:
In the study, consumer complaint behaviour (CCB) was represented by Public Complaint Soft Action (PCSA) and Public Complaint Extreme Action (PCEA) as the independent variable, SATCOM the mediating variable and relationship quality the dependent variable. A total of 285 mobile phone users consisting of complainers from three selected states in Malaysia were chosen as the respondents. Using structural equation modelling (SEM) the structural model shows excellent fit with x² = 695.922, x²/df = 2.245, CFI = 0.932, TLI = 0.923, PNFI = 0.781 and RMSEA = 0.071. Besides, the AVE, CR and Convergent Validity values confirmed the measurement model for further analysis. Employing bootstrapping technique to test the mediation effect, this study reveals mixed results. SATCOM is found significantly a full mediator on the relationship between PCSA and relationship quality (β = 0.246, p = 0.000, BC 95% CI [0.047, 0.282]), but not a mediator on the relationship between PCEA and relationship quality (β = -0.096, p = 0.169, BC 95% CI [-0.174, 0.031]). This finding implies that the performance of the complaint resolution by the service provider will give impact to the consumer, as well to the service provider because customer dissatisfaction can be speedily recovered through excellent complaints handling.
© 2017 The Authors. Published by IASE.
This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).
Keywords: Consumer complaint behaviour, Satisfaction with complaint handling, Relationship quality
Article History: Received 5 November 2016, Received in revised form 6 January 2017, Accepted 11 January 2017
Digital Object Identifier:
https://doi.org/10.21833/ijaas.2017.03.013
Citation:
Rahman MKA, Jaafar N, Paim L, Osman S, Haron SA (2017). Mediating effect of SATCOM on the relationship between consumer complaint behaviour and relationship quality. International Journal of Advanced and Applied Sciences, 4(3): 79-86
http://www.science-gate.com/IJAAS/V4I3/Rahman.html
References:
| Alicke MD, Braun JC, Glor JE, Klotz ML, Magee J, Sederhoim H, and Siegel R (1992). Complaining behaviour in social interaction. Personality and Social Psychology Bulletin, 18(3): 286-295. https://doi.org/10.1177/0146167292183004 |
||||
| Ambrose M, Hess RH, and Ganesan S (2007). The relationship between justice and attitudes: An examination of justice effects on event and system-related attitudes. Organizational Behaviour and Human Decision Processes, 103(1): 21-36. https://doi.org/10.1016/j.obhdp.2007.01.001 |
||||
| Anderson JC and Gerbing DW (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3): 411-423. https://doi.org/10.1037/0033-2909.103.3.411 |
||||
| Andreassen TW (1999). What drives customer loyalty with complaint resolution?. Journal of Service Research, 1(4): 324-332. https://doi.org/10.1177/109467059914004 |
||||
| Arbuckle JL and Wothke W (1999). AMOS 4.0 User's guide. SPSS, Chicago, USA. | ||||
| Athanasopoulou P (2006). Determining relationship quality in the development of business-to-business financial services. Journal of Business to Business Marketing, 13(1): 87-120. https://doi.org/10.1300/J033v13n01_03 |
||||
| Bagozzi RP and Yi Y (1988). On the evaluation of structural equation models. Academy of Marketing Science, 16(1): 76-94. https://doi.org/10.1007/BF02723327 |
||||
| Bearden WO and Oliver RL (1985). The role of public and private complaining in satisfaction with problem resolution. Journal of Consumer Affairs, 19(2): 222-240. https://doi.org/10.1111/j.1745-6606.1985.tb00353.x |
||||
| Bennett R and Barkensjo A (2005). Relationship quality, relationship marketing, and client perceptions of the levels of service quality of charitable organisations. International Journal of Service Industry Management, 16(1): 81-106. https://doi.org/10.1108/09564230510587168 |
||||
| Blodgett JG and Granbois DH (1992). Toward an integrated conceptual model of consumer complaining behaviour. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behaviour, 5(1): 93-103. | ||||
| Boles JS, Johnson JT, and Barksdale HC (2000). How sales person build quality relationships: A replication and extension. Journal of Business Research, 48(1): 75-81. https://doi.org/10.1016/S0148-2963(98)00078-2 |
||||
| Byrne BM (2010). Structural equation modelling with AMOS: Basic concept application and programming. Lawrence Erlbaum Associates, London, England. | ||||
| Carriere J and Bourque C (2009). The effects of organizational communication on job satisfaction and organizational commitment in a land ambulance service and the mediating role of communication satisfaction. Career Development International, 14(1): 29-49. https://doi.org/10.1108/13620430910933565 |
||||
| Caruana A (2002). Service loyalty: The effects of service quality and the mediating role of customer satisfaction. European Journal of Marketing, 36(7): 811-828. https://doi.org/10.1108/03090560210430818 |
||||
| Chiu RK and Francesco AM (2003). Dispositional traits and turnover intention: Examining the mediating role of job satisfaction and affective commitment. International Journal of Manpower, 24(3): 284-298. https://doi.org/10.1108/01437720310479741 |
||||
| Crie D (2003). Consumers' complaint behavior taxonomy, typology and determinants: Towards a unified ontology. Journal of Database Marketing and Customer Strategy Management, 11(1): 60-79. https://doi.org/10.1057/palgrave.dbm.3240206 |
||||
| Cronbach LJ (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3): 297-334. https://doi.org/10.1007/BF02310555 |
||||
| Crosby LA, Kenneth RE, and Cowles D (1990). Relationship quality in services selling: An Interpersonal Influence perspective. Journal of Marketing, 54(3): 68-81. https://doi.org/10.2307/1251817 |
||||
| Day RL and Landon EL (1977). Toward a theory of consumer complaining behavior. Consumer and Industrial Buying Behavior, 95: 425-437. | ||||
| De Ruyter K, Moorman L, and Lemmink J (2001). Antecedents of commitment and trust in customer-supplier relationships in high technology markets. Industrial Marketing Management, 30(3): 271-286. https://doi.org/10.1016/S0019-8501(99)00091-7 |
||||
| De Wulf K, Oderkerken-Schr¨oder G, and Iacobucci D (2001). Investment in consumer relationships: A cross-country and cross-industry exploration. Journal of Marketing, 65(4): 33-50. https://doi.org/10.1509/jmkg.65.4.33.18386 |
||||
| Dunn SC, Seaker RF, and Waller MA (1994). Latent variables in business logistics research: Scale development and validation. Journal of Business Logistics, 15(2): 145-172. | ||||
| Etzel MJ and Silverman BI (1981). A managerial perspective on directions for retail customer dissatisfaction research. Journal of Retailing, 50(3): 124-136. | ||||
| Fornell C and Larcker DF (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3): 382-388. https://doi.org/10.2307/3150980 |
||||
| Gelbrich K and Roschk H (2011). A meta-analysis of organizational complaint handling and customer responses. Journal of Service Research, 14(1): 24-43. https://doi.org/10.1177/1094670510387914 |
||||
| Goodman LE and Dion PA (2001). The determinants of commitment in the distributor-manufacturer relationship. Industrial Marketing Management, 30(3): 287-300. https://doi.org/10.1016/S0019-8501(99)00092-9 |
||||
| Grönroos C (1988). Service quality: The six criteria of good perceived quality. Review of Business, 9(3): 10-13. | ||||
| Hair Jr JF, Black WC, Babin BJ, and Anderson RE (2010). Multivariate data analysis. Prentice Hall, New Jersey, USA. | ||||
| Harris KE, Grewal D, Mohr LA, and Bernhardt KL (2006). Consumer responses to service recovery strategies: The moderating role of online versus offline environment. Journal of Business Research, 59(4): 425-431. https://doi.org/10.1016/j.jbusres.2005.10.005 |
||||
| HennigâThurau T and Klee A (1997). The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development. Psychology and Marketing, 14(8): 737-764. https://doi.org/10.1002/(SICI)1520-6793(199712)14:8<737::AID-MAR2>3.0.CO;2-F |
||||
| Heung VC and Lam T (2003). Customer complaint behavior towards hotel restaurant services. International Journal of Contemporary Hospitality Management, 15(5): 283-289. https://doi.org/10.1108/09596110310482209 |
||||
| Ho R (2006). Handbook of univariate and multivariate data analysis and interpretation with SPSS. CRC Press, New York, USA. https://doi.org/10.1201/9781420011111 |
||||
| Homburg C and Furst A (2005). How organizational complaint handling drives customer loyalty: An analysis of the mechanistic and the organic approach. Journal of Marketing, 69(3): 95-114. https://doi.org/10.1509/jmkg.69.3.95.66367 |
||||
| Hsieh YC and Hiang ST (2004). A study of the impacts of service quality on relationship quality in search-experience-credence services. Total Quality Management and Business Excellence, 15(1): 43-58. https://doi.org/10.1080/1478336032000149090 |
||||
| Hunt DH and Hunt KH (1990). Customer grudge holding: Further conceptualization and analysis. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 3: 117-122. | ||||
| Kau AK and Loh EWY (2006). The effects of service recovery on consumer satisfaction: A comparison between complainers and non-complainers. Journal of Services Marketing, 20(2): 101-111. https://doi.org/10.1108/08876040610657039 |
||||
| Kim C, Kim S, Im S, and Shin C (2003). The effect of attitude and perception on consumer complaint intentions. Journal of Consumer Marketing, 20(4): 352-371. https://doi.org/10.1108/07363760310483702 |
||||
| Kim WG, Lee YK, and Yoo YJ (2006). Predictors of relationship quality and relationship outcomes in luxury restaurants. Journal of Hospitality and Tourism Research, 30(2): 143-169. https://doi.org/10.1177/1096348005285086 |
||||
| Kline RB (2005). Principles and practice of structural equation modeling. The Guilford Press, New York, USA. | ||||
| Lagace RR, Dahlstrom R, and Gassenheimer JB (1991). The relevance of ethical salesperson behaviour on relationship quality in the pharmaceutical industry. Sales Management, 11(4): 39-47. | ||||
| Leuthesser L (1997). Supplier relational behaviour: an empirical assessment. Industrial Marketing Management, 26(3): 245-254. https://doi.org/10.1016/S0019-8501(96)00092-2 |
||||
| Lin CP and Ding CG (2005). Opening the black box: Assessing the mediating mechanism of elationship quality and the modrating effects of prior experience in ISP service. International Journal of Service Industry Management, 16(1): 55-80. https://doi.org/10.1108/09564230510587159 |
||||
| Liu RR and McClure P (2001). Recognizing cross-cultural differences in consumer complaint behavior and intentions: An empirical examination. Journal of Consumer Marketing, 18(1): 54-75. https://doi.org/10.1108/07363760110365813 |
||||
| Lok P and Crawford J (2001). Antecedents of organizational commitment and the mediating role of job satisfaction. Journal of Managerial Psychology, 16(8): 594-613. https://doi.org/10.1108/EUM0000000006302 |
||||
| Malaysian Communication and Multimedia Commission (MCMC) (2015). Hand phone users survey, 2014. Putrajaya, Malaysia. | ||||
| Maxham JG and Netemeyer RG (2002). Modeling customer perceptions of complaint handling over time: The effects of perceived justice on satisfaction and intent. Journal of Retailing, 78 (4): 239-252. https://doi.org/10.1016/S0022-4359(02)00100-8 |
||||
| McCollough MA, Berry LL, and Yadav MS (2000). An empirical investigation of customer satisfaction after service failure and recovery. Journal of Service Research, 3(2): 121-137. https://doi.org/10.1177/109467050032002 |
||||
| Menon A, Bharadwaj SG, and Howell RD (1996). The quality and effectiveness of marketing strategy: Effect of functional and dysfunctional conflict in intra organizational relationships. Journal of Academy of Marketing Science, 24(4): 299-313. https://doi.org/10.1177/0092070396244002 |
||||
| Mount M, Ilies R, and Johnson E (2006). Relationship of personality traits and counterproductive work behaviours: The mediating effects of job satisfaction. Personnel Psychology, 59(3): 591-622. https://doi.org/10.1111/j.1744-6570.2006.00048.x |
||||
| National Consumer Complaints Centre (NCCC) (2015). Annual report 2014. NCCC, Selangor, Malaysia. | ||||
| Ndubisi NO (2007). Relationship marketing and customer loyalty. Marketing Intelligence and Planning, 25(1): 98-106. https://doi.org/10.1108/02634500710722425 |
||||
| Ndubisi NO and Ling TY (2006). Complaint behavior of Malaysian consumers. Management Research News, 29(1): 65-76. https://doi.org/10.1108/01409170610645457 |
||||
| Oliver RL (1997). Satisfaction: A behavioural perspective on the consumer. Irwin McGraw-Hill, Boston, USA. | ||||
| Orsingher C, Valentini S, and de Angelis M (2010). A meta-analysis of satisfaction with complaint handling in services. Journal of the Academic Marketing Science, 38(2): 169-186. https://doi.org/10.1007/s11747-009-0155-z |
||||
| Pei WD and Qiu HY (2006). Research of customer complaints and service recovery effects. In the International Conference on Management Science and Engineering (ICMSE '06). IEEE: 958-962. https://doi.org/10.1109/ICMSE.2006.314008 | ||||
| Piaralal NK, Piaralal SK, and Bhatti MA (2014). Antecedent and outcomes of satisfaction with service recovery: A study among mobile phone users in central region of Malaysia. Asian Social Science, 10(12): 210-230. https://doi.org/10.5539/ass.v10n12p210 |
||||
| Rahman MKBA, Haron SA, Paim LH, Othman M, Osman S, and Othman AK (2015). Construct validation of consumer complaint behavioral scale in the Malaysian mobile phone services industry. Asian Social Science, 11(24): 6-17. https://doi.org/10.5539/ass.v11n24p6 |
||||
| Richins ML (1983). Negative word-of-mouth by dissatisfied consumers: A pilot study. Journal of Marketing, 47(1): 68-78. https://doi.org/10.2307/3203428 |
||||
| Ro H (2014). Complaint, patience, and neglect: Responses to a dissatisfying service experience. Service Business, 8(2): 197-216. https://doi.org/10.1007/s11628-013-0193-y |
||||
| Roberts K, Varki S and Brodie R (2003). Measuring the quality of relationships in consumer services: An empirical study. European Journal of Marketing, 37(1/2): 169-196. https://doi.org/10.1108/03090560310454037 |
||||
| Roloff ME and Miller GR (1987). Interpersonal processes: New directions in communication research. SAGE, California, USA. PMCid:PMC442285 |
||||
| Sanzo MJ, Santos ML, Vázquez R, and Álvarez LI (2003). The effect of market orientation on buyer–seller relationship satisfaction. Industrial Marketing Management, 32(4): 327-345. https://doi.org/10.1016/S0019-8501(01)00200-0 |
||||
| Sekaran U and Bougie R (2010). Research methods for business: A skill building approach. Wiley, West Sussex, UK. | ||||
| Shapiro T and Nieman-Gonder J (2006). Effect of communication mode in justice-based service recovery. Managing Service Quality, 16(2): 124-144. https://doi.org/10.1108/09604520610650619 |
||||
| Singh J (1988). Consumer complaint intentions and behavior: Definitional and taxonomical issues. Journal of Marketing, 52(1): 93-107. https://doi.org/10.2307/1251688 |
||||
| Smith JB (1998). Buyer–seller relationships: Similarity, relationship management, and quality. Psychology and Marketing, 15(1): 3-21. https://doi.org/10.1002/(SICI)1520-6793(199801)15:1<3::AID-MAR2>3.0.CO;2-I |
||||
| Sridharan B, Deng H, Kirk J, and Corbitt B (2011). Structural equation modeling for evaluating the user perceptions of e-learning effectiveness in higher education. In the 18th European Conference on Information Systems (ECIS '10), Pretoria, South Africa: 1-13. | ||||
| Stauss B (2002). The dimensions of complaint satisfaction: Process and outcome complaint satisfaction versus cold fact and warm act complaint satisfaction. Managing Service Quality, 12(3): 173-183. https://doi.org/10.1108/09604520210429240 |
||||
| Tabachnick BG and Fidell LS (2007). Using multivariate statistics. Pearson Education, Boston, USA. PMCid:PMC2724990 |
||||
| Tax SS, Brown SW, and Chandrashekaran M (1998). Customer evaluations of service complaint experiences: Implications for relationship marketing. Journal of Marketing, 62(2): 60-76. https://doi.org/10.2307/1252161 |
||||
| Tronvoll B (2011). Negative emotions and their effects on customer complaint behavior. Journal of Service Management, 22(1): 111-134. https://doi.org/10.1108/09564231111106947 |
||||
| Tseng WT, Dörnyei Z, and Schmitt N (2006). A new approach to assessing strategic learning: The case of self-regulation in vocabulary acquisition. Applied Linguistics, 27(1): 78-102. https://doi.org/10.1093/applin/ami046 |
||||
| Varela-Neira C, Vázquez-Casielles R, and Iglesias V (2010). Explaining customer satisfaction with complaint handling. International Journal of Bank Marketing, 28(2): 88-112. https://doi.org/10.1108/02652321011018305 |
||||
| Weun S, Beatty SE, and Jones MA (2004). The impact of service failure severity on service recovery evaluations and post-recovery relationships. Journal of Services Marketing, 18(2): 133-146. https://doi.org/10.1108/08876040410528737 |
||||
| Zait PA and Bertea PE (2011). Methods for testing discriminant validity. Management and Marketing Journal, 9(2): 217-224. | ||||