How Organizational Complaint Handling Drives Customer Loyalty: An Analysis of the Mechanistic and the Organic Approach

Journal article


Publication Details

Author(s): Homburg C, Fürst A
Journal: Journal of Marketing
Publisher: American Marketing Association
Publication year: 2005
Volume: 69
Journal issue: 3
Pages range: 95-114
ISSN: 0022-2429


Abstract


This article addresses how an organization's complaint management affects customer justice evaluations and, in turn, customer satisfaction and loyalty. In delineating an organization's complaint management, the authors draw a distinction between two fundamental approaches, the mechanistic approach (based on establishing guidelines) and the organic approach (based on creating a favorable internal environment). The empirical analysis is based on a dyadic data set that contains managerial assessments of companies' complaint management and complaining customers' assessments with respect to perceived justice, satisfaction, and loyalty. Findings indicate that though both the mechanistic and the organic approach significantly influence complaining customers' assessments, the mechanistic approach has a stronger total impact. Moreover, the study provides evidence of a primarily complementary relationship between the two approaches. Another key facet of the study is related to the moderating influences of the type of business (business-to-business versus business-to-consumer) and type of industry (service versus manufacturing). The results show that the beneficial effects of the mechanistic approach are stronger in business-to-consumer settings than in business-to-business ones and for service firms than for manufacturing firms.



FAU Authors / FAU Editors

Fürst, Andreas Prof. Dr.
Lehrstuhl für Betriebswirtschaftslehre, insbesondere Marketing


External institutions
Universität Mannheim


How to cite

APA:
Homburg, C., & Fürst, A. (2005). How Organizational Complaint Handling Drives Customer Loyalty: An Analysis of the Mechanistic and the Organic Approach. Journal of Marketing, 69(3), 95-114. https://dx.doi.org/10.1509/jmkg.69.3.95.66367

MLA:
Homburg, Christian, and Andreas Fürst. "How Organizational Complaint Handling Drives Customer Loyalty: An Analysis of the Mechanistic and the Organic Approach." Journal of Marketing 69.3 (2005): 95-114.

BibTeX: 

Last updated on 2018-29-07 at 20:23