Abstract
With advanced technology, service providers have used multiple channels to get customer feedback. Online complaints are considered a useful solution for many service providers. If the online complaints are appropriately resolved, this not only helps recover customer satisfaction but also enhances the service image in customers' minds. This study applies structural equation modeling (SEM) to determine the affecting factors on online complaint intention and service recovery expectation in e-banking services. Research data are collected by random sampling with a sample size of 206 customers who have ever experienced e-banking service failures. The study demonstrated that customers' intention to complain online is influenced by attitude towards online complaints, complaint experience, and service failure severity. Besides, online complaint intention positively influences customers’ recovery expectations for e-banking service failures.
Highlights
Customer satisfaction with products or services is considered the key to the success of an organization
Service providers have focused on improving service quality and increasing customer satisfaction
Customer satisfaction with service recovery is considered crucial in maintaining a positive relationship with the customer after the failure (Harris et al, 2006; Maxham & Netemeyer, 2002a)
Summary
Customer satisfaction with products or services is considered the key to the success of an organization. Service providers have focused on improving service quality and increasing customer satisfaction. Complaint handling plays an essential role in the relationship quality between the company and customers. Service providers can quickly fix the problems and improve their services (Stevens et al, 2018). Complaint behavior and complaint handling are significant in customer satisfaction and customer retention, thereby expanding the online form of customer complaints (Robertson, 2012). Customer satisfaction with service recovery is considered crucial in maintaining a positive relationship with the customer after the failure (Harris et al, 2006; Maxham & Netemeyer, 2002a). Based on the above arguments, this study was conducted to point out the factors that affect the online complaint intention and service recovery expectation of customers: a case study in Vietnamese e-banking services
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
