The Effects of Customer Complaint and Explanation on Customer Satisfaction and Repeat Purchase Intentions - The Case of B2B Business

• Main Authors: Chun-Ting Wu, 吳鈞婷
• Other Authors: Jen-Hung Huang
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/09321630314592981348

碩士 === 國立交通大學 === 管理學院碩士在職專班管理科學組 === 93 === Customers may have negative impression to a product or a company due to the misleading service from the interaction between Sales people and them. However, if proper follow-up service can be provided by the industry to counterbalance this situation, customers may change their thought to a positive idea with satisfactory. This study analyzes the explanations of various customer complaints and gives suggestions to ensure higher customer satisfaction. Ramdomized Block Design method is used in this study. The major independent variables are problem severity and the types of explanations; the dependent variables are customer satisfaction and repeat purchase intentions. This study classifies the explanation into two types: excuse and justification, with two degrees of problem severities: high and low. Therefore, the cross two by two matrix is built to examine how explanation and problem severity affect customer satisfaction and repeat purchase intentions. The conclusions of the study are described below: 1. About seventy-five percent of the customers have ever given complaints, and most of them are about equipment purchase. 2. Justification generally leads higher satisfactory and higher repeat purchase intention. However, with higher problem severity, the type of explation is not a factor of customer satisfaction. 3. In business purchasing, the occurance of customer complants would affect the succeeding customer satisfaction, but not the repeat purchase intention. 4. Based on customer complaints have occured, customers tend to have higher repeat purchase intention to monopolize(d) products over general ones. 5. Female shows higher satisfactory with justification, while the type of explanation doesn't affect male customers.