Customer satisfaction with complaint responses under the moderation of involvement

Abstract

Organizations build competitive advantage when they design recovery framework with recourse to disgusted customers, given that no two failure experiences are the same. This paper proposed a framework that links user-involvement to customer satisfaction with five complaint response instruments, and specifically, provides insight into how the relational and interactive effects of personal involvement in service-failure encounters create post-recovery satisfaction. Unstructured and semi-structured interviews were conducted with mobile-telephone subscribers/ teachers from Federal Government Colleges (FGCs) in the South-Eastern, Nigeria. The findings show that regularity and significance of felt ordeals, and the serviceofficer's willingness to interface with disgusted customers were antecedents of social interactions, socio-economic satisfaction, and positive word-of-mouth. However, the findings affirm the proposed framework, conform to the expectations of socio-emotional selectivity theory, and show that customer characteristics, user-ABOUT THE AUTHORS Hart O. Awa has L-8298-2019 as a Web of Science (WOS) ResearcherID, powered by Publons of Wiley. He is a professor of Marketing, and a research point-man of the Department of Marketing and Faculty of Management Sciences, University of Port Harcourt, Nigeria. Hart writes and reviews for top-indexed and WOS journals, many of which are housed in Emerald, Taylor & Francis, Elsevier, Wiley, and Sage. He is a member of Emerald Literati Network, UK and Informing Science, US, and a Fellow of Word Business Institute (WBI), Australia.

Factors stimulating value micro-businesses attribute to digital marketing technology (DMT) adoption

“…Participants [V11; V2; and V9] and cross-case supporter [V1, V5, V9, V13, V14, V17, V18, and V20] severally and individually are of this position. According to [ 18 ] majority of MSME managers lack the patients and devotion to learn about DMT because most of them, believe that such new technology consumes their time. In other words, new applications are more valued by MSMEs when huge resources are not required to learn and understand the applications [ 44 , 85 ].…”

“…DM produces positive impacts on export performance when used as a competitive weapon of integration to build customer satisfaction through superior product-delivery attributes [ 8 , 13 , 14 ]. Scholars posit that DM strategies potentially improve the performance of micro-businesses [ 15 , 16 ], and assure increase in product acceptance and diffusion, cross-selling, and favourable word-of-mouth publicity [ 17 , 18 ]. Some studies [ 13 , 19 , 20 ] affirm that the socio-economic potentials and the across board use of IT innovations, including DM, by different categories of organizations to build and/or strengthen competitive advantage and manoeuvrability inform the huge returns accruing to vendors, especially in developed worlds where internet savvy is highest.…”

Critical Issues Facing SMEs’ Actors in the Adoption of Emerging Digital Marketing Technology (EDMT)

“…The outcome of the interviews led to the preliminary study. Gilmore and Carson (2007) and Awa et al (2021) posit that a preliminary study is conducted using data gathered during the first stage of the unstructured interview because using a quantitative approach may not generate the level of penetration required. The initial data were coded and analyzed based on the T-O-E framework and the raw data gathered at this stage helped the initial set of themes to emerge.…”

“…This approach was useful because it aided credibility and dependability checks, the application of codes to the raw data, and allows themes to also emerge inductively (Awa et al, 2021; Miles & &Huberman, 1994). Figure 3 reports the data analysis process.…”

What drives product involvement and satisfaction with OFDs amid COVID-19?

“…Satisfaction refers to the personal evaluation regarding the performance of a product based on certain prior expectations of customers leading to loyalty ( Konuk, 2019 ; Liu et al, 2017 ). To ensure customer satisfaction, marketers need to understand customers' requirements clearly ( Awa et al, 2021 ; Cameran et al, 2010 ) and prioritize meeting them ( Tan and Pawitra, 2001 ). Satisfied customers benefit the firm and reduce the likelihood of customers switching to competing firms ( Chikazhe et al, 2021 ).…”