What Drives Customer Loyalty with Complaint Resolution?
研究了不满投诉顾客的忠诚驱动因素，发现投诉处理满意度、负面情感和企业形象显著影响忠诚度，对企业保留策略有指导意义。
Even though customer satisfaction and loyalty have been studied at length, few if any studies have focused on antecedents to customer loyalty for dissatisfied complaining customers. In this article, a theoretical model focusing on 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, one can imply that the customer starts the resolution process from a deficit. Finally, corporate image has a positive impact on customer loyalty. Thus, corporate image plays a role not only in attracting new customers but also in retaining existing dissatisfied customers.