The influence of empathy in complaint handling: Evidence of gratitudinal and transactional routes to loyalty |
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| Authors: | Françoise Simon |
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| Institution: | 1. Zeppelin University, Corporate Management and Economics, Am Seemooser Horn 20, 88045 Friedrichshafen, Germany;2. Newcastle University Business School, Marketing Subject Group, 5 Barrack Road, Newcastle upon Tyne, NE1 4SE, UK;3. Aston Business School, Marketing Group, Aston Triangle, Birmingham, B4 7ET, UK;1. University of Vienna, Department of Communication, Althanstrasse 14, A-1090 Vienna, Austria;2. University of Innsbruck, School of Management, Universitaetsstrasse 15, A-6020 Innsbruck, Austria |
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| Abstract: | While most studies on complaint handling are focused on performance outcomes, analysis of the processes that reinforce relationship quality is lacking. Building on the relationship marketing theory of reciprocal behaviours, this research proposes and tests a model of the effects of empathy as a particular relationship recovery investment. Addressing for the first time the role of gratitude in a complaint-handling context, this model assumes that both gratitude and transactional satisfaction mediate the influence of empathy on consumers' trust and commitment. Data from a cross-industry survey of phone and online complaints confirmed the proposed model. |
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| Keywords: | Complaint Gratitude Satisfaction Reciprocity Empathy Online |
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