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Influences of family communication patterns on complaints and preferences of service failure recovery for adolescent customers
Chiu, Vikki Wei-Ting
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Complaint handling has great influence on customer retention and provides a chance for businesses to improve service quality. The research intended to reveal the linkage of family communication patterns and complaint actions for adolescent customers. The relationship between post-complaint behavior and service recovery satisfaction was discussed. A consumer survey was administered in the metropolitan area of Taipei. Stratified sampling procedure was applied following the age and gender distribution of the population between the ages of 13 to 19. Consensuses from parents were obtained prior to the survey. Based on the results of the study, adolescent customers with high concept-orientation and high socio-orientation were prone to complain for dissatisfaction. Private actions were preferred by adolescent customers to express dissatisfaction, followed by using the internet or through actions of parents.
For either complainers or non-complainers, having real compensations immediately is preferred to receiving compensations for the next patronage. Adolescent preferred to have discounts, followed free desserts. The results indicated that adolescents were more straightforward and they wanted to have compensations immediately. Furthermore, service recovery satisfaction showed a positive relationship with repeat purchases. Adolescent customers who were satisfied with service or food compensations would be likely to have repeat purchases. Nevertheless, adolescents who were unsatisfied with the service or food recovery did not totally cease purchasing. Based on the results of the study, strategic marketing was suggested for marketing managers to enhance the complaint management mechanism.
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