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Title:
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THE IMPACT OF CUSTOMER LOYALTY ON COMPLAINING BEHAVIOUR |
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Author(s):
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Alexandra Zaugg , Natalie Jäggi |
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ISBN:
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972-8924-19-4 |
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Editors:
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Pedro Isaías, Miguel Baptista Nunes and Inmaculada J. Martínez |
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Year:
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2006 |
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Edition:
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V II, 2 |
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Keywords:
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customer loyalty, complaint response, online complaining, channelspecific complaining behaviour |
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Type:
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Short Paper |
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First Page:
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119 |
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Last Page:
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123 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Service failure is unavoidable. However, depending on the type of loyalty, customers react differently to critical incidents causing dissatisfaction, e.g. truly loyal customers are less inclined to end the relationship with their provider. Intending to stay, they will instead complain to the company. The type of customer loyalty also influences the channel choice for com-municating dissatisfaction. As online complaints require more trust in the company, e-communication is more likely to be chosen by truly loyal customers. This paper provides a conceptual framework demonstrating the effects of customer loy-alty on complaint response patterns and channel choice using the example of the complaint response voice company. |
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