by : Tor Wallin Andreassen (1999)
Tor Wallin Andreassen is an Associate Professor of Marketing at The Norwegian School of Management. He is the founder and director of the Norwegian Service Forum and the Norwegian Customer Satisfaction Barometer. He is currently a Visiting Professor at the Owen School of Management, Vanderbilt University, 401 21st Avenue South, Nashville, TN 37215, USA.
Tor Wallin Andreassen is an Associate Professor of Marketing at The Norwegian School of Management. He is the founder and director of the Norwegian Service Forum and the Norwegian Customer Satisfaction Barometer. He is currently a Visiting Professor at the Owen School of Management, Vanderbilt University, 401 21st Avenue South, Nashville, TN 37215, USA.
Abstract
Even though customer satisfaction and loyalty has been studied at length, few if any studies have focused on antecedents to customer loyalty for dissatisfied complaining customers. A theoretical model focusing negative affect, satisfaction with complaint resolution, and corporate image as antecedents to customer loyalty is proposed and tested empirically.
First, satisfaction with complaint resolution has a positive impact on customer loyalty. Complaint resolution is thus an important element of the company’s customer retention strategy.
Second, negative affect caused by the initial service failure has a negative impact on satisfaction with complaint resolution and customer loyalty.
From this finding we can imply that the customer starts the resolution process from a deficit. Finally, corporate image has a positive impact on customer loyalty. From this finding we can learn that corporate image plays a role not only in attracting new customers, but also in retaining existing dissatisfied customers.
Key words: Dissatisfaction, complaint resolution, negative affect, corporate image, customer loyalty.
Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si* (Penulis, Pelaku Bisnis, Trainer dan Dosen Marketing Management)
e-mail : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
*Profil Lengkap, lihat (click) di sini
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