Relationship between Service Quality and Behavioural Consequences in Telecom Sector
Keywords:Service Quality, Switching Intention, Complaining Behaviour
The influence of service quality and customer satisfaction on complaint behaviour has rarely been studied to date. However, for effective service recovery, it is imperative to know who ends the relationship, who recommends the others to go for the service provider and who complains to the company. This paper provides a framework on how three loyalty types react to a critical incident causing dissatisfaction. Truly loyal customers are expected to complain instead of leaving, whereas disloyal consumers will prefer to choose exit. Considering loyalty for explaining complaining behaviour will support managers in develo-ping effective customer care concepts as well as focusing on the most valuable customers, the truly loyal and profitable ones.
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