Assessment on Determinants of Customer Complaint Behavior: A Case Study in Ethiopian Airlines
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Date
2017-06
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Addis Ababa University
Abstract
The aim of this study was to find out the determinant factors of customer
complaint behavior within the context of Ethiopian Airlines. A structured
questionnaire and focus group discussion were used to collect data from the
airline’s customers residing or transiting in Addis who were chosen conveniently
and 20 front line employees randomly chosen respectively. In total, 385
respondents participated in this study. The analysis of the results was
performed using descriptive (Frequency, percentage, mean & standard deviation)
and inferential statistics (Correlation & Multiple regression) by SPSS version 20
software. The findingsfrom correlation & regression on the study variables show
that Service recovery, Access to complaint channels, Attitude towards
complaining and Perceived likelihood of success were found to be positively and
significantly influencing Customer Complaint Behavior as they were
hypothesized.The analysis between demographic variables and CCB also
revealed that all demographic variables except gender were positively and
significantly correlated with Customer Complaint Behavior, whereas no
significant relation was examined between gender and CCB. The results from
FGD also showed that complaint channels are not accessible to all customers
and service recovery is not effective because employees lack empowerment.
Based on the above findings, it was recommended that the company should
work on improving the service recovery plans by empowering and training its
employees than offering monetary compensations, accessibility of the complaint
channels by investing on user friendly technology, promoting and encouraging
complaints in order to improve customers’ attitude towards complaints and
perception on the company’s ways of resolving complaints.
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Keywords
Service recovery, Access to complaining channels, Attitude towards complaining