- Title
- An empirical study of factors driving complaint behaviour intentions of retail-customers in the Hong Kong telecommunications services industry
- Creator
- Tong, Lik Fat Joseph
- Resource Type
- thesis
- Date
- 2013
- Description
- Professional Doctorate - Doctor of Business Administration (DBA)
- Description
- Service scholars and managers consider managing customer complaint behaviour as a strategic priority because of its impact on the customers’ perceptions of the service. Despite complaint behaviour having been studied in several research fields including services marketing and consumer behaviour in western markets, there is no universal agreement on the factors that drive complaint behaviour in Asian markets such as in the Hong Kong telecommunications sector. Thus, the research was designed to address the research problem: ‘To what extent does perceived service quality, level of dissatisfaction with the service, importance of the situation, and perceived likelihood of success with the complaint influence complaint behaviour intentions of retail-customers in the Hong Kong telecommunications services industry?’ To address this research problem, a theoretical framework was developed based on previous studies that identified and integrated various drivers of customers’ complaint behaviour intentions including: (1) perceived service quality, (2) level of dissatisfaction with the service, (3) importance of the situation, and (4) perceived likelihood of success with the complaint. Consequently, four hypotheses were derived from literature. The study adopted a cross-sectional research design in which quantitative data were collected by a questionnaire from a convenience sample of retail-customers of telecommunications services at four locations in Hong Kong to test the proposed hypotheses. In total, 420 valid responses were then analysed via multiple regression analysis. Three out of the four proposed hypotheses were supported that showed level of dissatisfaction with the service, and importance of the situation both has significant influence on complaint behaviour intentions, whereas, perceived service quality has an indirect, significant influence on complaint behaviour intentions. The findings lead to a number of theoretical and practical implications. From the theoretical perspective, this study provides empirical evidence that the perceived likelihood of success with the complaint is not a driver that positively influences the complaint behaviour intentions of retail-customers in telecommunications services sector in Hong Kong, while the level of dissatisfaction with the service is the strongest predictor among all the constructs studied. From a managerial perspective, this study increased the understanding on the factors affecting complaint behaviour of retail-customers in the Hong Kong telecommunication services industry which enable marketing practitioners to formulate strategies to better manage complaint behaviour leading to improved business performance. In summary, the model provided a framework to researchers to further investigate complaint behaviour intentions in the future, and enabled practitioners in telecommunications services industry to formulate effective marketing and management strategies.
- Subject
- complaint behaviour intentions; customer satisfaction/dissatisfaction; service quality; service marketing; telecommunications services
- Identifier
- http://hdl.handle.net/1959.13/937519
- Identifier
- uon:12575
- Rights
- Copyright 2013 Lik Fat Joseph Tong
- Language
- eng
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