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Can complaint-handling efforts promote customer engagement?

Author

Listed:
  • Jesús Cambra-Fierro

    (Universidad Pablo de Olavide)

  • Iguácel Melero-Polo

    (Universidad de Zaragoza)

  • F. Javier Sese

    (Universidad de Zaragoza)

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.

Suggested Citation

  • Jesús Cambra-Fierro & Iguácel Melero-Polo & F. Javier Sese, 2016. "Can complaint-handling efforts promote customer engagement?," Service Business, Springer;Pan-Pacific Business Association, vol. 10(4), pages 847-866, December.
    • Handle: RePEc:spr:svcbiz:v:10:y:2016:i:4:d:10.1007_s11628-015-0295-9
    DOI: 10.1007/s11628-015-0295-9
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    Cited by:

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    2. Deszczyński, Bartosz & Beręsewicz, Maciej, 2021. "The maturity of relationship management and firm performance – A step toward relationship management middle-range theory," Journal of Business Research, Elsevier, vol. 135(C), pages 358-372.
    3. David Servera-Francés & María Fuentes-Blasco & Lidia Piqueras-Tomás, 2020. "The Importance of Sustainable Practices in Value Creation and Consumers’ Commitment with Companies’ Commercial Format," Sustainability, MDPI, vol. 12(23), pages 1-14, November.
    4. Muhammad Salman Azhar & Ismail Bin Lebai Othman & Norzieiriani Ahmad, 2018. "A Conceptual Framework on Customer Satisfaction: The Mediating Role of Corporate Image," Global Social Sciences Review, Humanity Only, vol. 3(4), pages 254-272, December.
    5. Adil Zahoor, 2023. "Capitalizing on Service Failures: Implications for Customer Engagement and Loyalty," Business Perspectives and Research, , vol. 11(1), pages 81-93, January.
    6. Jesús J. Cambra-Fierro & María Fuentes-Blasco & Rocío Huerta-Álvarez & Ana Olavarría, 2021. "Customer-based brand equity and customer engagement in experiential services: insights from an emerging economy," Service Business, Springer;Pan-Pacific Business Association, vol. 15(3), pages 467-491, September.
    7. Esther Calderón-Monge & José M. Ramírez-Hurtado, 2022. "Measuring the consumer engagement related to social media: the case of franchising," Electronic Commerce Research, Springer, vol. 22(4), pages 1249-1274, December.
    8. Zsofia Kenesei & Zsofia Bali, 2020. "Overcompensation as a service recovery strategy: the financial aspect of customers’ extra effort," Service Business, Springer;Pan-Pacific Business Association, vol. 14(2), pages 187-216, June.
    9. James Agyei & Shaorong Sun & Emmanuel Kofi Penney & Eugene Abrokwah & Richmond Ofori-Boafo, 2021. "Linking CSR and Customer Engagement: The Role of Customer-Brand Identification and Customer Satisfaction," SAGE Open, , vol. 11(3), pages 21582440211, August.
    10. Radia, Karan Nilesh & Purohit, Sonal & Desai, Shachi & Nenavani, Jitendra, 2022. "Psychological comfort in service relationships: A mixed-method approach," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).

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