Abstract
The study examined the effects of procedural justice on customer post complaint Behaviour. This paper is imperative as any customer dissatisfied and lost becomes a convert to the competitors, thereby reducing the company’s revenue. Data were drawn through questionnaire from 200 employees of fast food firms in Rivers State. Descriptive and inferential statistics were utilized in analyzing the data. The study found that procedural justice is not positively related to repeat purchase, word of mouth and commitment. The study therefore concluded that effective and efficient service delivery anchored on sound grasp of customers’ needs matched with appropriate distributive justice will enhance good post complaint behaviour. We recommend that fast food business should adopt policies such as robust customer collaborative, market intelligence as a means of reassuring customers of super value proposition in their service delivery.
Highlights
Customer satisfaction is increasingly used for standard of customer related activities and a superiority standard for any business organization [1]
This implies that the combine effect of the predictor variable explains 68.4% of the variables in customer post complaint behaviour of fast food firms in Rivers State
The study recommended that management of fast food firms in Rivers State to adopt the complaint handling practices and customer post complaint behaviour conceptual framework which has been developed and translated into practical guidance for mangers
Summary
Customer satisfaction is increasingly used for standard of customer related activities and a superiority standard for any business organization [1]. Service failures are quite frequent and subsequent reduction in customer satisfaction and, on occasions, customer complaint. Service failures may cause the defection of customers that are becoming increasingly intolerant of mediocrity, understanding the service recovery process. A service failure has the potential to destroy customers’ loyalty, the successful implementation of service recovery strategies may prevent the defection of customers who experience a service failure [2]. The importance of consumer complaint handling has been recognized. Ineffective handling of buyers’ complaints increases their dissatisfaction and harms a marketer’s reputation [4]. In a service recovery perspective, complaints expressed to the firm can be seen as an opportunity to strengthen the bond between the customer and the firm [5]
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