Complaint-handling as antecedent of customer engagement: do consumer characteristics matter?

Abstract

Purpose

The purpose of this paper is to assess the degree of customer engagement resulting from complaint-handling processes. The authors will also analyze the extent to which consumer demographics play a moderating role in this context.

Design/methodology/approach

To this end, the study analyzes the Spanish mobile phone sector based on a survey of individuals who filed a complaint and were provided with a solution by their mobile carrier. Data analysis was carried out using SmartPLS structural equation software.

Findings

The findings indicate that effective complaint-handling processes result in engaged customers. Moreover, socio-demographic variables such as age and gender do not have a significant impact on post-complaint-handling satisfaction or on customer engagement levels.

Research limitations/implications

This study has focused on only one industry – the mobile phone sector – which in Spain exhibits particular characteristics.

Practical implications

Firms which effectively employ complaint-handling strategies when service failures occur can count on an increase in customer engagement which, theoretically, will boost company value and have a positive impact on business performance.

Originality/value

The small body of research in this area assumes initial customer satisfaction. No evidence was found of the existing literature assessing customer engagement in dissatisfied customer contexts.

Citation

Cambra-Fierro, J. and Melero-Polo, I. (2017), "Complaint-handling as antecedent of customer engagement: do consumer characteristics matter?", Marketing Intelligence & Planning, Vol. 35 No. 2, pp. 277-295. https://doi.org/10.1108/MIP-02-2016-0039