Proceedings of Eurasia Business Research Conference
16 - 18 June 2014, Nippon Hotel, Istanbul, Turkey, ISBN: 978-1-922069-54-2
Do Complaint Management and Country of Origin Have an
Impact on Customer Retention?
Jangrho Lee1, Youngsam Cho2 and Boyoung Kim3
This study empirically tested a conceptual model to comprehend the relationship between
customer complaint behavior (CCB) and a probability of continuing a relationship with the
firm by focusing on the automobile industry. Further, we examined the moderating effects
of perceived justice on complaint management and country of origin (COO) on the
relationship. Survey results from 222 domestic automobile consumers and 232 foreign
automobile consumers showed that all the three types of CCB, voice, private, and third
party response behaviors, had negative effects on the continuing relationship. Also, the
negative relationship between voice response behavior and continuing relationship was
weaker when consumers’ perceived justice on firm’s complaint management was higher.
In addition, there were significant differences between the two consumer groups driving a
domestic or foreign car. The negative relationship between private response and
continuing relationship was weaker for the consumers driving a foreign car than the ones
driving a domestic car. Based on findings, this study provides important theoretical and
practical implications on the service marketing field.
Key Words: Customer complaint behavior, Customer retention, Perceived justice,
Country of origin
1. Introduction
In the fields of service marketing, numerous studies have investigated the impact
of meeting the expectation of customers and preventing failure incidents as an
important point where firms can build up a long term relationship with customers
(Swanson, Frankel, Sagan and Johansen, 2011). The intangible and simultaneous
features of service handling increase the difficulty of service firms to deal with errorfree services in customer interactions (Nikolich and Sparks, 1995). Customer
complaint behavior arises when an individual makes a cognitive evaluation on a
product or service and takes an action to discuss negative emotions (Jacoby and
Jaccard, 1981). Thus, the firm should keep in mind how to rectify unpleasant
incidents for the next confronts. That is, customer complaints are valuable sources of
information which give firm the second chance to diagnose their service transactions
(Gruber, Szmigin and Voss, 2009).
Davidow (2003) demonstrated the complaint process takes three steps as
complaints made by customers at first, secondly an effective organizational response
to be followed promptly, and post complaint behavior that is the reaction on
responses of the firm in the view of customers. In this regards, the company‟s
complaints handling procedures affect the behavioral decision of the customer at the
end of the service transactions in terms of perceived justice assessed by customers
(Harris, Grewal, Mohr and Bernhardt, 2006). When the customer perceives that the
firm is not cautious when handling unpleasant events fairly, it leads to the second
disappointing experience, while an excellent one allows the firm to retain customers
1
2
3
Professor, Korea University Business School (jrlee@korea.ac.kr, 82-2-3290-1926)
Ph.D. candidate, Korea University Business School (zegal82@korea.ac.kr, 82-10-8580-0322)
M.S., Korea University Business School (qhdud880@naver.com)
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Proceedings of Eurasia Business Research Conference
16 - 18 June 2014, Nippon Hotel, Istanbul, Turkey, ISBN: 978-1-922069-54-2
in the long run. This positive relationship between perceived fairness of
organizational response and repurchase intentions was empirically proved.
(Goodwin and Ross, 1992).
There have been few studies in investigating a moderating effect of the complaint
management, especially, the perceived justice by customers in between the
customer complaints behaviors (CCB) and post-purchase behavior (e.g. a probability
of continuing the relationship with the firm). Also, prior COO literature indicated that
the country of origin of product strongly influences the product evaluation and
purchasing behavior (Sharma, 2010). On the other hand, there have been very
limited studies investigating the impact of country of origin on the relationship of CCB
and post-purchase behavior. Thus, it is needed to examine the effect of COO in
service marketing field (Ahmed, Johnson, Ling, Fang and Hui, 2002).
The present study intends to make several contributions. First, we ascertain
whether the three customer complaint behavior dimensions of Singh (1988) is clearly
distinguished for our Korean sample. Second, we investigate a relationship between
customer complaint behaviors and a probability of a continuing relationship with the
firm, as one of post-purchase behaviors. Third, we examine a moderating effect of
perceived justice, as a complaint management, on the relationship that customer
complaint behaviors influence the probability of their continuing relationship. Fourth,
we find out whether COO has a moderating role between CCB and firm‟s customer
retention. Also, further investigation was conducted to elaborate if three dimensions
of complaints behavior, perceived justice, and a probability of continuing relationship
have a significant difference based on the country of origin of the automobile that the
customers patronize.
II. Literature Review
Retaining a current customer becomes critical as firm‟s offering moves into
maturity phase of the product life cycle where the benefit-cost ratio of attracting new
customers declines rapidly (Liu and McClare, 2001). Since customers often remain
silent when service failures occur (Zeelenberg and Pieters, 2004), the importance of
keeping a relationship with the current customer had received general attention over
the past decade. Also, customers who patronize a specific firm form the corner stone
of lofty lifetime value of future cash flow in respect to the firm (Reichheld and Sassar,
1990). Kim and Smith (2007) argued that the trust and the satisfaction with the
supplier are strong factors in customer retention.
The arguments of these authors in light of our research is that these four stages
can stop processing at any stage when either involved party decided to recover their
relationship, resulting in prolonging their current relationship. This means how the
firm makes an effort in service recovery would help to alleviate the unsatisfactory
incident of service failure and to induce the customer to continue to be in a
relationship with the firm. Also, many studies examined the COO effect on customers‟
purchase intention (Pharr, 2005; Prendergast, Tsang and Chan 2010). According to
Prendergast et al. (2010), especially, the country of brand influences the purchase
intention of the customer. Thus, it is meaningful to investigate the relationship
between CCB and customer retention and then whether perceived justice in service
recovery handling and country of origin affect this relationship. Our conceptual model
is depicted in Figure 1.
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Proceedings of Eurasia Business Research Conference
16 - 18 June 2014, Nippon Hotel, Istanbul, Turkey, ISBN: 978-1-922069-54-2
<Figure 1> Research Model
Customer complaint behavior
Perceived justice on
complaint management
Post-purchase behavior
Voice response
H1(–)
Private response
H2(+)
H3(+)
Probability of
continuing relationship
Third party response
Country of origin
2.1 Customer Complaint Behaviors and Customer Retention
The complaint behavior of customers in transaction with a firm has received
significant attention in customer related literature for a long time because it shapes
the programs of firm reducing potential customer complaints (Bodey and Grace,
2006; Singh, 1988). Singh (1988) defined CCB as „a set of multiple responses
(including behavioral and non-behavioral) triggered by perceived dissatisfaction with
a purchase incident.‟ He proposed a taxonomy of CCB response construct with three
dimensions as follows: (1) Voice response as an action to seek redress from the
seller, (2) Private response as a word of mouth communication; (3) Third party
response as taking legal action to an organizational entity. Voice response happens
when objects are external to consumer‟s social circle and directly involved in
dissatisfying transactions. On the other hand, private responses arise when objects
are internal to a social circle and not directly involved in dissatisfying transactions.
Finally, third party responses occur when objects are external to a social circle and
not directly involved in dissatisfying transactions.
This study investigates the relationship between customer complaint behaviors
and a probability of continuing a relationship, as one of the post-purchase behavior
based on the taxonomy of Singh (1988). Service failure incidents are negatively
perceived in general (Bougie, Pieters and Zeelenberg, 2003). This negative
perception leads to consumers‟ behavioral responses to service failure as they
experienced dissatisfaction or negative emotions such as disappointment, regret,
anger and sadness (Mattila and Ro, 2008). By having unsatisfied transaction events
with the supplier, it is less likely that consumers will be loyal to the firm or at least be
reluctant to maintain a strong relationship with the firm, considering another option
such as switching to different suppliers or brands. Therefore, the main hypothesis
was developed in that each of the three different types of customer complaint
behavior, voice, private, and third party responses, will have a negative influence on
a probability of maintaining a relationship with the firm. Thus, we propose the
following hypotheses:
Hypothesis 1a: After service failure, customers who engaged in voice response
behaviors will show a negative disposition of continuing a
relationship with the firm.
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Proceedings of Eurasia Business Research Conference
16 - 18 June 2014, Nippon Hotel, Istanbul, Turkey, ISBN: 978-1-922069-54-2
Hypothesis1b: After service failure, customers who engaged in private response
behaviors will show a negative disposition of continuing a
relationship with the firm.
Hypothesis 1c: After service failure, customers who engaged in third party
response behaviors will show a negative disposition of continuing a
relationship with the firm.
2.2 Effect of Perceived Justice on the Relationship of CCB and Customer
Retention
In a recent review integrating thirty years of research in service recovery, the three
dimensions of justice is clearly indicated: distributive, procedural, and interactional
(Clemmer and Schneider, 1996). Distributive justice is defined as the perceived
fairness of a tangible outcome of dispute or negotiation including more than two
parties (Blau, 1964). Procedural justice refers to the perceived fairness of the
policies, procedures, and criteria that the service provider used in delivering an
outcome of dispute in the service handling process (Lind and Tyler, 1988). Lastly,
interactional justice is defined as the manner in which customers are treated during
the dispute resolution process; courtesy, blameless, and respectful behavior of the
service provider are regarded as significant elements (Bies and Shapiro, 1987). In
this study, we focus single perceived justice construct as a service recovery handling
of consumers (Blodgett, Hill and Tax, 1997).
Service recovery is influential in retaining customers since customers are less
likely to forget or forgive the treatment perceived as unfair (Seiders and Berry, 1998).
An effective service recovery implementation would reduce switching behaviors,
helping the firm to increase profit by alleviating the dissatisfaction of service failures
(Colgate and Norris, 2001). In Heung and Lam (2003)‟s study investigating the
potential motivation that consumers are to engage in complaining behavior, they
found that consumers wanted to seek corrective actions by the firm to put things right
and to listen to apologies from the service provider. In this study, we assume that
perceived justice on complaint management have a positive moderating effect on the
relationship between customer complaint behavior and a probability of continuing a
relationship. Thus, we propose the following hypotheses:
Hypothesis 2a: The negative relationship between customers’ voice response
behavior and continuing a relationship with the firm will be weaker,
when their perceived justice on firm’s complaint management is
higher.
Hypothesis 2b: The negative relationship between customers’ private response
behavior and continuing a relationship with the firm will be weaker,
when their perceived justice on firm’s complaint management is
higher.
Hypothesis 2c: The negative relationship between customers’ third party response
behavior and continuing a relationship with the firm will be weaker,
when their perceived justice on firm’s complaint management is
higher.
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Proceedings of Eurasia Business Research Conference
16 - 18 June 2014, Nippon Hotel, Istanbul, Turkey, ISBN: 978-1-922069-54-2
2.3 Effect of Country of Origin on the Relationship of CCB and Customer
Retention
Country of origin effect (COO) is defined as a specific marketing phenomenon on
which consumers consciously or subconsciously incorporate a stimulus for COO
such as „made-in‟ label in their evaluation criterion for a certain product (Blomer, Brijs
and Kasper, 2009). Laroche, Papadopoulos, Heslop and Mourali (2005) argued that
the country image does directly and positively influence purchase intention of
customers. Particularly, country of brand was shown to determine perceived product
quality and value when country of consumers differ in their economic level (Han and
Won, 2014).
Many researchers studied whether COO indeed influences customers‟ purchase
intention, directly related to continuing a relationship with the firm. Pharr (2005)
found that the country of origin indirectly affects purchase intention passing through
perceived product value formation. Especially, COO effect was found to be used
more in evaluating the foreign goods and the products which have technically
complex features or financially expensive as automobiles (Verlegh and Steenkamp,
1999). In this study, we focused on the relationship between complaining behavior
and consumer retention would be moderated by COO effect, especially the country
of brand. As mentioned above, when customers purchase the automobile originated
from the countries such as Germany and Japan with higher economic level and
higher reputation in auto industry compared to Korea, it is expected for them to be
more likely to continue the relationship with the company. That is, the customers who
drive a foreign car from Germany or Japan, would still keep a relationship with the
firm even after making a complaint compared to those who drive domestic one. Thus,
we propose the following hypotheses:
Hypothesis 3a: The negative relationship between customers’ voice response
behavior and a continuing relationship with the firm will be weaker,
when their perceived country of origin image on the product is
higher.
Hypothesis 3b: The negative relationship between customers’ private response
behavior and a continuing relationship with the firm will be weaker,
when their perceived country of origin image on the product is
higher.
Hypothesis 3c: The negative relationship between customers’ third party response
behavior and a continuing relationship with the firm will be weaker,
when their perceived country of origin image on the product is
higher.
III. Methodology
3.1 Sample and Data Collection
This study focused on the automobile industry as a research setting. The
automobile brands of Korea (Hyundai, Kia, Renault Samsung), Germany (BMW,
Mercedes-Benz, Volkswagen, Audi), and Japan (Toyota, Honda, Nissan) were
selected to investigate the effect of the country of origin. The final sample included
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Proceedings of Eurasia Business Research Conference
16 - 18 June 2014, Nippon Hotel, Istanbul, Turkey, ISBN: 978-1-922069-54-2
454 completed survey questionnaires: 222 consumers for Korean brand automobiles,
135 consumers for German brand automobiles, and 97 consumers for Japan brand
automobiles.
3.2 Measures
All scales in the survey questionnaire were translated into Korean using the backtranslation method, and then the items were adjusted to focus on the automobile
company. We used a seven-point Likert Scale for all the variables in the research
model except COO dummy from „strongly disagree‟ (1) to „strongly agree‟ (7). The
dependent variable was measured using Alvarez et al. (2010)‟s five item scale of the
probability of continuing a relationship. The items were reverse-coded from the study
since the original scale examined the probability of terminating the relationship. A
sample item is „If the firm does not offer me a more diversified service, I will end the
relationship.‟ The Cronbach‟s alpha was .86.
The independent variables were measured by a widely used construct from Singh
(1988)‟s eleven items. Those items were used in various CCB studies (Liu and
McClure, 2001). According to Singh (1988), CCB consists of three sub-dimensions:
voice response (4 items), private response (4 items), and third party response
(3items). We examined whether Korean consumers engage in those three distinct
complaint behaviors in our sample. The results of explanatory factor analysis (EFA)
showed that all items were clearly distinguished into each three sub-dimension and
had the factor loadings above .80 by confirming the discriminant validity of Singh
(1998)‟s CCB items in Korean context. However, one of voice response items
had .47 factor loadings. Thus, we used ten items except for the item in our study.
Further, we conducted a confirmatory factor analysis (CFA) to check the validity of
the three-factor model. The three-factor model (χ2(df) = 120.45 (32), GFI = .95, CFI
= .98, NFI = .97, RMSEA= .08) fitted the data significantly much better than the onefactor model (χ2(df) = 1756.08 (35), GFI = .57, CFI = .57, NFI = .57, RMSEA= .33).
Each sample item is „I discussed an automobile defect with a manager or other
employees of the firm,‟ „I convinced my friends or relatives not to do business with
this automobile firm,‟ and „I wrote a letter to the local newspaper about my bad
experience with an automobile defect.‟ Each Cronbach‟s alpha was .84, .92, and .97.
In this study, the perceived justice on complaint management and country of origin
as two moderators were used between CCB and the probability of continuing a
relationship with the firm. The perceived justice on complaint management was
measured using Davidow (2003)‟ original nine item scale and the two additional
items by authors in order to complement the original items. According to Davidow
(2003), perceived justice consists of three sub-dimensions: distributive justice,
procedural justice, and interactional justice. Our study focused on one construct
formulating the overall perceptions of justice by combining three dimensions
(Blodgett et al., 1997). A sample item is „I think what the company gave me was
appropriate for automobile service failure.‟ The Cronbach‟s alpha was .92. To measure
the country of origin as another moderator, we used the COO dummy variable (the
consumers who drive a domestic automobile = 0, foreign automobile from either
Germany or Japan= 1) to investigate the interaction effects of CCB on the probability
of continuing a relationship with the firm. We controlled for several demographic
variables that may have an influence on the probability of continuing a relationship
with the firm: gender, age, occupation, educational level, marital status, annual
income. These variables have been generally used in CCB studies (Heung and Lam,
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Proceedings of Eurasia Business Research Conference
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2003). Gender was measured as a dummy variable (male = 1, female = 2). Age was
categorized into four groups from 1 (below 29 years) to 4 (over 50 years).
Occupation was divided into five categorical groups. Education level was divided into
four groups from high school or less to doctoral degree. Marital status was measured
as a dummy variable (single = 1, married = 2). Annual income was divided into six
groups from 1 (under 30 million won) to 6 (over 100 million won).
IV. Results
4.1 Correlation Analysis
Table 1 shows the descriptive statistics and correlations among the variables in
our research model for the whole sample. All the three types of customer complaint
behaviors were negatively related to the probability of continuing a relationship with
the firm. In particular, the private response behavior among the three CCB variables
had the strongest negative relationship with the continuing relationship variable. The
consumer‟s perceived justice on complaint management from the automobile
company was positively related to the continuing relationship variable. Also, COO
dummy was positively related to the continuing relationship variable. In other words,
the consumers who drive a foreign car have a higher probability of continuing a
relationship with the company compared to the ones who drive a domestic car.
<Table 1> Descriptive statistics and correlation matrix (N = 454)
1. Voice response
2. Private response
3. Third party response
4. Perceived justice on
complaint management
Mean
4.08
3.66
2.36
SD
1.55
1.55
1.52
1
(.84)
.56**
2
3
.33**
.51**
(.97)
4.33
1.24
.15**
-.14**
.02
4
5
6
(.92)
(.92)
.51
.50
5. COO dummy
.10**
-.05
-.09**
.10**
6. Continuing relationship
4.11
1.22
-.32**
-.50**
-.36**
.23**
Notes: *p< .05, **p< .01, The figure in parenthesis indicates Cronbach‟s alpha.
.14**
(.86)
4.2 Hypothesis Tests
To verify the hypotheses, we conducted hierarchical linear regression analysis.
First, we ran a regression analysis (see Table 2). In model 1, we tested the effects of
control variables. There were no significant effects. To examine the main effects, we
added three types of consumer complaint behavior variables and two moderators in
model 2. All the voice, private, and third party response behaviors were negatively
related to the probability of continuing a relationship (𝛽 = -.14, p < .005; 𝛽 = -.32, p
< .001, 𝛽 = -.14, p < .005), supporting Hypotheses 1a, 1b, and 1c. Among the three
CCB variables, the private response was the most influential on continuing a
relationship.
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Proceedings of Eurasia Business Research Conference
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<Table 2> The Result of Regression Analysis (N = 454)
Variables
Control
Gender
Age
Occupation
Education level
Marital status
Annual income
Main effects
Voice response
Private response
Third party response
Perceived justice on complaint management
Country of origin dummy
Moderating effects
Voice response x Perceived justice
Private response x Perceived justice
Third party response x Perceived justice
Voice response x COO dummy
Private response x COO dummy
Third party response x COO dummy
Adj.
Probability of continuing relationship
Model 1
Model 2
Model 3
-.03
.05
.03
-.04
-.08
.05
.01
.01***
-.01
.01
-.00
.00
-.06
.00
-.01
.02
-.01
.01
-.07
.02
-.14**
-.32***
-.14**
.19***
.09†
-.14**
-.30***
-.13**
.19***
.07
.31***
.30***
.16**
-.03
-.11*
-.02
.12*
-.08†
.34***
.32***
Notes: †p< .10, *p < .05, **p < .01, *** p < .001, COO dummy (domestic = 0, foreign = 1)
To test the moderating effects for Hypotheses 2 and 3, we added the interaction
terms in model 3. The six interaction terms account for 3 percent additional variance
in probability of continuing a relationship (
= .34). As shown in model 3, the
negative relationship between voice response and continuing a relationship was
weaker when consumers‟ perceived justice on firm‟s complaint management was
higher (𝛽 = .16, p < .005), supporting Hypothesis 2a. However, Hypotheses 2b and
2c was not supported. In terms of the moderating effect of the country of origin, the
negative relationship between private response and continuing a relationship was
weaker for the consumers driving a foreign car compared to the ones driving a
domestic car (𝛽 = .12, p < .05), supporting Hypothesis 3b. However, Hypotheses 3a
and 3c was not supported.
The moderating effects of perceived justice and COO between third party
response and a continuing relationship were significantly negative, contrary to our
expectation. That is, they worsened the negative relationship. Liu and McClure (2001)
argued that the scale of third party response is not favorable to measure complaining
behavior. Also, It is not common for Asian consumers to report their inconvenient
events on public newspaper or take legal procedures towards the company. To
further understand the meaning of the significant interaction terms, we plotted the
interaction effects using Aiken and West‟s (1991) procedures (see Figure 2).
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Proceedings of Eurasia Business Research Conference
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5
5
4.5
4.5
4
3.5
3
2.5
2
Low Justice
High Justice
1.5
1
Contunuing relationship
Contunuing relationship
<Figure 2> Interaction effects of voice and private responses by level of perceived justice
and COO of automobile on a probability of continuing a relationship with a firm (N = 454)
4
3.5
3
2.5
2
Domestic Car
Foreign Car
1.5
1
Low Voice
High Voice
Low Private
High Private
V. Discussion
Although many researchers have studied the relationships between consumer
complaint behavior and its consequences in the field of service marketing, there
have been few studies in investigating the moderating effects of complaint
management and the country of origin. This study examined CCB main effects and
two moderating effects on a probability of continuing relationship with the firm by
focusing on the automobile industry in Korean context. It is meaningful to integrate
three streams of marketing literature for CCB, service recovery, and country of origin
in a study. Our findings confirmed that all the three types of CCB had negative
effects on the continuing relationship. Also, the negative relationship between voice
response behavior and continuing a relationship was weaker when consumers‟
perceived justice on firm‟s complaint management was higher. The negative
relationship between private response and continuing a relationship was weaker for
the consumers driving a foreign car than the ones driving a domestic car.
The finding of this study provide several important theoretical and practical
implications. First, we confirmed that Singh (1988)‟s three dimensions of CCB
developed from Western context was clearly distinguished for Korean consumers by
using both EFA and CFA. Further, all the three dimensions had negative effects on
customer‟s willingness to remain in the relationship with the firm. It is consistent with
prior CCB studies (Bodey and Grace, 2006; Bougie et al., 2003). Thus, companies
should be concerned about consumers‟ complaint behaviors for a long-term
relationship. Among the three variables, private response behavior was the most
influential on continuing a relationship. Liu and McClure (2001) argued that Korean
consumers are more likely to involve in private response rather than voice or third
party behavior.
Second, we examined a moderating effect of consumers‟ perceived justice from
firm‟s complaint management through its repair shops on continuing a relationship.
The result showed that the negative relationship between voice response and
continuing a relationship with the firm was weaker when consumers‟ perceived the
justice from firm‟s complaint management higher. Highly satisfying complaint
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Proceedings of Eurasia Business Research Conference
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handling by service provider increases customers‟ overall satisfaction (Chelminski
and Coulter, 2011). Companies need service provider training and development of a
standard procedure in service recovery for more effective complaint management.
Third, we investigated another moderating effect of the country of origin for
automobiles on a continuing relationship. The result indicated that the negative
relationship between private response and a continuing relationship was weaker for
the consumers driving a foreign car from either Germany or Japan compared to the
ones driving a domestic car. As mentioned earlier, automobile customers in an
emerging country such as Korea tend to consider the automobile company in a more
developed country as the one with relatively high reputation and quality (Anholt,
2010). Drawing upon the previous studies and our results, there are two
contradictory implications for domestic and foreign automobile companies. The
domestic companies recognize high loyalty of consumers driving a foreign car for its
own brand company, and then should exert all the endeavors in improving product
quality and brand image for overcoming COO effect of the foreign brand company.
The foreign companies with high reputation should reflect these advantages on their
global marketing strategy into less developed countries. The foreign companies
should make a continuous effort to advertise their brand and let consumers
remember their country of brand as an important informational cue.
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