Service Quality as a Mediator of Customer Complaint Behaviour and Customer Loyalty

Volume: 7 Number: 1 March 1, 2017
  • Aihie Osarenkhoe
  • Mabel Birungi Komunda
  • Jotham Mbiito Byarugaba
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International Review of Management and Marketing
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Service Quality as a Mediator of Customer Complaint Behaviour and Customer Loyalty

Abstract

Aims to examine the mediating role of service quality (SQ) in customer complaint behaviour (CCB) and customer loyalty (CL). Adopts a quantitative cross-sectional research design and uses the MedGraph program, Sobel tests and the Baron and Kenny method to test for mediation effect of SQ on the relationship between CCB and CL. SQ is a significant mediator in the relationship between CCB and CL of Ugandan mobile phone subscribers. Adding SQ to the relationship boosts the relationship between CCB and CL by 45% among the mobile phone subscribers studied. Findings suggest that when SQ is low, a high level of CL may not be attained among mobile phone subscribers. Managers, policy-makers, and mobile telephone companies should advocate and strive for improvements across all dimensions of SQ to boost the loyalty of cell phone customers. This study is the first to test the mediating role of SQ in the relationship between CCB and CL among mobile phone subscribers in a developing nation context. Contributes to the positive significant influence of SQ in enhancing the level of CL based on CCB.

Keywords

Details

Primary Language

English

Subjects

-

Journal Section

-

Authors

Aihie Osarenkhoe This is me

Mabel Birungi Komunda This is me

Jotham Mbiito Byarugaba This is me

Publication Date

March 1, 2017

Submission Date

March 1, 2017

Acceptance Date

-

Published in Issue

Year 2017 Volume: 7 Number: 1

IZ

https://izlik.org/JA95FB26EA

Cite

RIS / Bibtex
APA
Osarenkhoe, A., Komunda, M. B., & Byarugaba, J. M. (2017). Service Quality as a Mediator of Customer Complaint Behaviour and Customer Loyalty. International Review of Management and Marketing, 7(1), 197-208. https://izlik.org/JA95FB26EA
AMA
1.Osarenkhoe A, Komunda MB, Byarugaba JM. Service Quality as a Mediator of Customer Complaint Behaviour and Customer Loyalty. IRMM. 2017;7(1):197-208. https://izlik.org/JA95FB26EA
Chicago
Osarenkhoe, Aihie, Mabel Birungi Komunda, and Jotham Mbiito Byarugaba. 2017. “Service Quality As a Mediator of Customer Complaint Behaviour and Customer Loyalty”. International Review of Management and Marketing 7 (1): 197-208. https://izlik.org/JA95FB26EA.
EndNote
Osarenkhoe A, Komunda MB, Byarugaba JM (March 1, 2017) Service Quality as a Mediator of Customer Complaint Behaviour and Customer Loyalty. International Review of Management and Marketing 7 1 197–208.
IEEE
[1]A. Osarenkhoe, M. B. Komunda, and J. M. Byarugaba, “Service Quality as a Mediator of Customer Complaint Behaviour and Customer Loyalty”, IRMM, vol. 7, no. 1, pp. 197–208, Mar. 2017, [Online]. Available: https://izlik.org/JA95FB26EA
ISNAD
Osarenkhoe, Aihie - Komunda, Mabel Birungi - Byarugaba, Jotham Mbiito. “Service Quality As a Mediator of Customer Complaint Behaviour and Customer Loyalty”. International Review of Management and Marketing 7/1 (March 1, 2017): 197-208. https://izlik.org/JA95FB26EA.
JAMA
1.Osarenkhoe A, Komunda MB, Byarugaba JM. Service Quality as a Mediator of Customer Complaint Behaviour and Customer Loyalty. IRMM. 2017;7:197–208.
MLA
Osarenkhoe, Aihie, et al. “Service Quality As a Mediator of Customer Complaint Behaviour and Customer Loyalty”. International Review of Management and Marketing, vol. 7, no. 1, Mar. 2017, pp. 197-08, https://izlik.org/JA95FB26EA.
Vancouver
1.Aihie Osarenkhoe, Mabel Birungi Komunda, Jotham Mbiito Byarugaba. Service Quality as a Mediator of Customer Complaint Behaviour and Customer Loyalty. IRMM [Internet]. 2017 Mar. 1;7(1):197-208. Available from: https://izlik.org/JA95FB26EA