Complaint-handling as antecedent of customer engagement: do consumer characteristics matter?

This is the authors' abstract. We don't add key points for this paper.

Purpose The purpose of this paper is to assess the degree of customer engagement resulting from complaint-handling processes. The authors will also analyze the extent to which consumer demographics play a moderating role in this context. Design/methodology/approach To this end, the study analyzes the Spanish mobile phone sector based on a survey of individuals who filed a complaint and were provided with a solution by their mobile carrier. Data analysis was carried out using SmartPLS structural equation software. Findings The findings indicate that effective complaint-handling processes result in engaged customers. Moreover, socio-demographic variables such as age and gender do not have a significant impact on post-complaint-handling satisfaction or on customer engagement levels. Research limitations/implications This study has focused on only one industry – the mobile phone sector – which in Spain exhibits particular characteristics. Practical implications Firms which effectively employ complaint-handling strategies when service failures occur can count on an increase in customer engagement which, theoretically, will boost company value and have a positive impact on business performance. Originality/value The small body of research in this area assumes initial customer satisfaction. No evidence was found of the existing literature assessing customer engagement in dissatisfied customer contexts.