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

Doga Istanbulluoglu*, Ezgi Sakman

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

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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
Number of pages12
JournalEuropean Management Journal
Early online date25 Jun 2022
DOIs
Publication statusE-pub ahead of print - 25 Jun 2022

Bibliographical note

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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