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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Redress for Customer Dissatisfaction and Its Impact on Customer
Satisfaction and Customer Loyalty
Author(s): Aihie Osarenkhoe, Mabel Birungi Komunda
Citation: Aihie Osarenkhoe, Mabel Birungi Komunda, (2013) "Redress for Customer Dissatisfaction and Its Impact on Customer Satisfaction and Customer Loyalty," Journal of Marketing Development and Competitiveness, Vol. 7, Iss. 2, pp. 102 - 114
Article Type: Research paper
Publisher: North American Business Press
Abstract:
This study aims to explore the concept of customer complaint behaviour with a view to establishing
relationship between handling customer complaints, customer satisfaction and loyalty. Quantitative and
qualitative approaches were employed to investigate customer complaint behaviour among retailers in
four supermarkets in Kampala, Uganda. Findings show that there is a need for customer complaints to be
handled by competent and service-minded staff. Issues such as lack of courtesy and professionalism
characterize the retail sector in Uganda. Concluded that complaints should be handled quickly, and
feedback on complaint handling process should be encouraged by management in order to use the
feedback as starting point for improving future complaint management. A major managerial implication
is that organizations should pay attention to failure attribution, and that providing detailed explanation
may be an effective organizational response that will have an impact on behavioural aspects of brand
loyalty.
