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ISSN : 1229-8778
The present study evaluated the predictions that different degrees of dissatisfaction produce different types of complaining behavior and the degree of satisfaction with complaint handling influences word-of-mouth and repurchase intention. In terms of the degree of dissatisfaction, public action complainer was most dissatisfied, private action complainer was less so, while no action complainer was the least. With respect to the degree of satisfaction with complaint handling, private action complainer was more satisfied than public action complainer. Moreover, for private action complainer with higher satisfaction, repurchase intention increased and negative word of mouth decreased. By contrast, for public action complainer even with satisfaction with complaint handling, this did not contribute to the increase in repurchase intention and reduction in negative word of mouth. Based on these results, it was concluded that a more effective strategy would be to target specifically complaint handling at private action complainer to increase repurchase intention and to reduce negative word of mouth.
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