Các yếu tố ảnh hưởng đến ý định phàn nàn của khách hàng: Nghiên cứu trường hợp khách hàng sử dụng dịch vụ di động tại Đồng bằng sông Cửu Long
Can Tho University Journal of Science
Complaint behavior plays a vital role in maintaining customer loyalty in telecom service industry. It helps to reveal customer's experience about service failure and provide information to control these problems. Prior scholars have proved a significant role of customer satisfaction as a mediator for complaint intentions. Thus, it is necessary to explore antecedents of customer satisfaction and its impact on complaint intention. This study expands the Justice theory by adding another
... variable -Trust to examine complaint intention of customers. A cross sectional survey was conducted with 954 respondents among the customers of Mobifone, Vinaphone and Viettel in the Mekong Delta. The findings from data analysis through testing a structural equation model point out that justice components and trust have positive impact on customer satisfaction and, in turn, on complaint intention. Finally, research results suppose that mobile operators in the Mekong Delta need to pay attention to pricing strategies, build trust with customers, and handle service failures.