The Role of Customer Complaint Management on Switching Intention and Customer Exit in Fitness Centers
Department
Marketing and Professional Sales
Document Type
Article
Publication Date
1-1-2023
Abstract
Service failures are common, and the absence of an adequate response may increase switching intentions and customer exit. Thus, it is important to address the influence of customer satisfaction with complaint handling on switching intentions and customer exit. We tested hypotheses using data collected in two stages from a total of 821 customers who experienced service failure in 38 Brazilian gyms. The results indicate that perceptions of justice positively affect satisfaction with complaint handling, which reduces switching intention and customer exit. Moreover, failure severity is shown to increase switching intention and customer exit. Theoretical, methodological, and managerial implications are discussed.
Journal Title
Services Marketing Quarterly
Journal ISSN
15332969
Volume
44
Issue
1
First Page
51
Last Page
72
Digital Object Identifier (DOI)
10.1080/15332969.2022.2126081