Successful complaint handling on social media predicts increased repurchase intention: the roles of trust in company and propensity to trust

Doga Istanbulluoglu, Ezgi Sakman

    Research output: Contribution to journalArticlepeer-review

    Abstract

    This study investigates the relationships between company responses to social media complaints and consumers’ repurchase intentions. An online survey collected data from 325 participants who complained on social media. The relationship between repurchase intention and the five dimensions of complaint handling (timeliness, redress, apology, credibility, and attentiveness) as mediated by consumers’ trust in company were examined and consumers’ propensity to trust was studied as a moderator in this relationship. The results suggest receiving a response and four dimensions of the response (redress, apology, credibility, and attentiveness) are related to stronger repurchase intention through the mediation of increased trust in company. Furthermore, consumers who are low on propensity to trust report a stronger repurchase intention when they perceive the credibility of the company to be high in handling the complaint.
    Original languageEnglish
    JournalEuropean Management Journal
    DOIs
    Publication statusAccepted/In press - 23 Jun 2022

    Bibliographical note

    Final Version of Record not yet available as of 08/08/2022

    Publisher Copyright: © 2022 The Authors

    Keywords

    • online complaint handling
    • trust in company
    • propensity to trust
    • social media
    • personality psychology
    • Propensity to trust
    • Online complaint handling
    • Social media
    • Trust in company
    • Personality psychology

    ASJC Scopus subject areas

    • Strategy and Management

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