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Can complaint-handling efforts promote customer engagement?

Jesús Cambra-Fierro (), Iguácel Melero-Polo () and F. Javier Sese ()
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Jesús Cambra-Fierro: Universidad Pablo de Olavide
Iguácel Melero-Polo: Universidad de Zaragoza
F. Javier Sese: Universidad de Zaragoza

Service Business, 2016, vol. 10, issue 4, 847-866

Abstract: Abstract This study aims to fill an important research gap in customer management, namely, the extent to which customer engagement arises as a consequence of an effective complaint-handling strategy. In tackling this question, we offer new insights into service research that may help researchers and managers better understand customer non-transactional behaviors to complaint-handling actions. To test the conceptual framework, we employ self-reported information from a sample of customers who have experienced a service failure in the financial services industry. Findings show that complaint handling will increase not only customer satisfaction with the complaint-handling process but also customer engagement. Satisfaction also plays a mediating effect. Therefore, in the event of a service failure, a proper management of the problem will lead to more engaged customers.

Keywords: Customer engagement; Complaint handling; Customer satisfaction (search for similar items in EconPapers)
Date: 2016
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