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A Study on the Effects of Company's Actual Response to Customer Complaints on Justice, Trust and Satisfaction

불만고객에 대한 기업의 실제적 반응이 공정성과 신뢰·만족에 미치는 영향

  • Received : 2015.04.05
  • Accepted : 2015.06.11
  • Published : 2015.06.30

Abstract

The actual complaint handling response of the company serves as an important success factor for the company to reduce defection rate of customers who have complaints. In this regard, this study sought to divide the company's complaint handling response into substantial compensation, favorable employee behavior and organizational procedures, empirically verify the effects of the customer's justice perception on trust and satisfaction, and thus to present the importance of the company's actual response. To this end, the data obtained from a survey of 210 customers who filed complaints directly to the company was analyzed using SPSS and AMOS. The research results can be summarized as follows. The compensation for customers with complaints has a significant effect on justice, and the favorable employee behavior also has a significant effect on justice. In addition, the organization procedures about handling complaints have a significant effect on justice. Especially the justice as justice perception was found to affect the future behaviors of customers such as trust and satisfaction. Based on these findings, this study presented implications and suggested future research.

Keywords

customer complaints;customer reaction;justice;organizational response;trust

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