A segmentation model of consumer satisfaction/dissatisfaction with the complaint-resolution process

• Published in: The International review of retail, distribution and consumer research distribution and consumer research, 1995-01, Vol.5 (1), p.79-98
• Main Authors: Richard, Michael D., Michell Adrian, C.
• Format: Article
• Language: English
• Subjects: Consumer behaviour; Problem solving; Product quality; Retail trade
• ISSN: 0959-3969; 1466-4402
• DOI: 10.1080/09593969500000005

Consumer satisfaction with the complaint-resolution process can be a critical factor in customer retention. The objectives are addressed in this study. First, the dimensions thought to influence consumer satisfaction/ dissatisfaction (S/D) with the complaint-resolution process are identified. Secondly, reliable and valid measures of consumer S/D with the complaint-resolution process are developed.Finally,the dimensions are used as independent variables in a series of multiple regression models designed to predict overall satisfaction with the complaint resolution process for several segments of consumers. Results suggest that consumer S/D with the complaint-resolution process has four critical dimensions.The two consumer-input dimensions are consumer time and effort expended in an attempt to resole the problem.The two outcome dimensions are compensation received and attitudes of the retailer's representative.Multiple regression results also suggest that certain customer demographics should be examined when selecting complaint-resolution strategies.Of the respondents studied,the order of importance for complaint-resolution dimensions differs according to sex, age and education levels.