Service Quality as a Mediator of Customer Complaint Behaviour and Customer Loyalty

Aihie Osarenkhoe, Mabel Birungi Komunda and Jotham Mbiito Byarugaba
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Aihie Osarenkhoe: Department of Business and Economic Studies, University of Gavle, Gävle, Sweden,
Mabel Birungi Komunda: Department of Marketing and International Business, Makerere University Business School, Kampala, Uganda
Jotham Mbiito Byarugaba: Department of Marketing and International Business, Makerere University Business School, Kampala, Uganda

International Review of Management and Marketing, 2017, vol. 7, issue 1, 197-208

Abstract: Aims to examine the mediating role of service quality (SQ) in customer complaint behaviour (CCB) and customer loyalty (CL). Adopts a quantitative cross-sectional research design and uses the MedGraph program, Sobel tests and the Baron and Kenny method to test for mediation effect of SQ on the relationship between CCB and CL. SQ is a significant mediator in the relationship between CCB and CL of Ugandan mobile phone subscribers. Adding SQ to the relationship boosts the relationship between CCB and CL by 45% among the mobile phone subscribers studied. Findings suggest that when SQ is low, a high level of CL may not be attained among mobile phone subscribers. Managers, policy-makers, and mobile telephone companies should advocate and strive for improvements across all dimensions of SQ to boost the loyalty of cell phone customers. This study is the first to test the mediating role of SQ in the relationship between CCB and CL among mobile phone subscribers in a developing nation context. Contributes to the positive significant influence of SQ in enhancing the level of CL based on CCB.

Keywords: Customer Complaint Behaviour; Service Quality; Customer Loyalty (search for similar items in EconPapers)
JEL-codes: D1 L15 (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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