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Influence of Consumer Complaints Handling On Consumer Satisfaction in Dairy Milk Processors in Kenya


  • Ndung’u Kabare

    (Department of Business and Entrepreneurship, Karatina University, Kenya)

  • Anne Wairimu Mwangi

    (Department of Business and Entrepreneurship, Karatina University, Kenya)

  • Kenneth Wanjau

    (Department of Business and Entrepreneurship, Karatina University, Kenya)


The purpose of this study was to assess the influence of consumer complaints handling on consumer satisfaction in dairy milk processors in Kenya. The study population was 384 consumers from 15 major supermarkets chains in Kenya. Primary data was sought from consumers of processed dairy milk using a semi-structured self-administered questionnaire employing a mixed methods research design. Descriptive and regression analysis and regression analysis were conducted with the help of SPSS software. Majority of the respondents disagreed that their complaints were handled so well to their expectation. Respondents also disagreed that merchandisers were receptive to their complaints as consumers to their satisfaction. The results showed a weak positive relationship between complaints handling and consumer satisfaction. The beta value of the computed (composite index) scores of consumers’ complaints handling was 0.027 with a t-test value of 1.026 and significance level of 0.306. Dairy milk processors in Kenya had poor consumer complaints handling mechanisms. However this seemed to have no reduction in consumer satisfaction in the products in question. The study recommended that dairy milk processors in Kenya had poor consumer complaints handling mechanisms. Key Words: Consumer Complaint Handling and Consumer Satisfaction

Suggested Citation

  • Ndung’u Kabare & Anne Wairimu Mwangi & Kenneth Wanjau, 2019. "Influence of Consumer Complaints Handling On Consumer Satisfaction in Dairy Milk Processors in Kenya," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 8(1), pages 36-49, January.
  • Handle: RePEc:rbs:ijbrss:v:8:y:2019:i:1:p:36-49

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    References listed on IDEAS

    1. Nyariki, D.M. & Thirtle, Colin G., 2000. "Technical innovation and farm productivity growth in dryland Africa: The effects of structural adjustment on smallholders in Kenya," Agrekon, Agricultural Economics Association of South Africa (AEASA), vol. 39(4), pages 1-10, December.
    2. Lee Cronbach, 1951. "Coefficient alpha and the internal structure of tests," Psychometrika, Springer;The Psychometric Society, vol. 16(3), pages 297-334, September.
    3. Eugene W. Anderson & Mary W. Sullivan, 1993. "The Antecedents and Consequences of Customer Satisfaction for Firms," Marketing Science, INFORMS, vol. 12(2), pages 125-143.
    4. Hausman, Angela V. & Siekpe, Jeffrey Sam, 2009. "The effect of web interface features on consumer online purchase intentions," Journal of Business Research, Elsevier, vol. 62(1), pages 5-13, January.
    5. Bai, Junfei & Wahl, Thomas I. & McCluskey, Jill J., 2008. "Fluid milk consumption in urban Qingdao, China," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 52(2), pages 1-15.
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