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Year 2017, Volume: 7 Issue: 1, 197 - 208, 01.03.2017

Aihie Osarenkhoe Mabel Birungi Komunda Jotham Mbiito Byarugaba

Abstract

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

Year 2017, Volume: 7 Issue: 1, 197 - 208, 01.03.2017

Aihie Osarenkhoe Mabel Birungi Komunda Jotham Mbiito Byarugaba

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

Customer Complaint Behaviour Service Quality Customer Loyalty

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Details

Other ID JA58KJ95DV
Journal Section Research Article
Authors

Aihie Osarenkhoe This is me

Mabel Birungi Komunda This is me

Jotham Mbiito Byarugaba This is me

Publication Date March 1, 2017
Published in Issue Year 2017 Volume: 7 Issue: 1

Cite

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.
AMA Osarenkhoe A, Komunda MB, Byarugaba JM. Service Quality as a Mediator of Customer Complaint Behaviour and Customer Loyalty. IRMM. March 2017;7(1):197-208.
Chicago Osarenkhoe, Aihie, Mabel Birungi Komunda, and Jotham Mbiito Byarugaba. “Service Quality As a Mediator of Customer Complaint Behaviour and Customer Loyalty”. International Review of Management and Marketing 7, no. 1 (March 2017): 197-208.
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 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, 2017.
ISNAD Osarenkhoe, Aihie et al. “Service Quality As a Mediator of Customer Complaint Behaviour and Customer Loyalty”. International Review of Management and Marketing 7/1 (March 2017), 197-208.
JAMA 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, 2017, pp. 197-08.
Vancouver Osarenkhoe A, Komunda MB, Byarugaba JM. Service Quality as a Mediator of Customer Complaint Behaviour and Customer Loyalty. IRMM. 2017;7(1):197-208.