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The Bottom Line Impact of Organizational Responses to Customer Complaints

University of Haifa, davidow{at}econ.haifa.ac.il

Complaint management has become increasingly important in the tourism and hospitality fields, yet little is really known about how complainers assess the organizational response, and how those assessments affect their future consumer behavior as far as word-of-mouth activity and repurchase intentions are concerned. This research suggests an answer by presenting and testing a model of complainants’ perceptions of the organizational response and the impact of the organizational response on postcomplaint customer behavior. The results provide partial support for the model. Attentiveness is the most important organizational response dimension, affecting both word-of-mouth activity and repurchase intentions. Managerial implications are discussed.

Key Words: complaints • recovery • organizational responses • satisfaction • word of mouth

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