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http://dx.doi.org/10.13106/jafeb.2021.vol8.no9.0121

Revisiting Customer Complaint Intention: A Case Study of Mobile Service Users in Vietnam  

NGUYEN, Liem Thanh (Faculty of Accounting - Finance - Banking, Tay Do University)
DANG, Minh Hoang (Faculty of Business Administration, FPT University)
TAT, Thu Duyen (Banking Department, Faculty of Accounting - Finance - Banking, Tay Do University)
TRAN, Dinh Gia Trung (Business Administration Department, International University of Ho Chi Minh City)
Publication Information
The Journal of Asian Finance, Economics and Business / v.8, no.9, 2021 , pp. 121-130 More about this Journal
Abstract
In the mobile industry, customer complaints play a significant role in retaining customer loyalty to the services provided. Thanks to user complaints, mobile service providers can effectively identify problems and then propose solutions to adapt or improve their services. Hence, it's critical to understand the relationship between consumer complaints and satisfaction with mobile services. While several studies have shown that customer satisfaction is an intermediary variable that explains customer complaint intention, there have been few studies on the relationship between pre-determinants of their satisfaction, leaving a gap in our understanding of customer complaint intention. To demonstrate an in-depth approach to this matter, authors revisit justice theory and suggest trust and perceived responsibility variables be combined into a research model. A cross-section survey was conducted to collect data from 265 mobile services users of the three biggest mobile service providers in Kien Giang Province, Vietnam. This study employed Structural Equation Modeling (SEM) method to analyze the samples collected. The result showed that customer complaint intention is affected by distributive justice, interactional justice, trust but not procedural justice. Additionally, the moderating role of the perceived responsibility variable to the relationship between customer satisfaction and complaint intention is also proved.
Keywords
Complaint Intention; Customer Satisfaction; Justice Theory; Trust; Mobile Services;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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