文章基本信息

标题：The impact of personalization and complaint handling on customer loyalty
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作者：Sara Arancibia Carvajal ; Adrian Leguina Ruzzi ; Angel Fernandez Nogales 等
期刊名称：African Journal of Business Management
印刷版ISSN：1993-8233
出版年度：2011
卷号：5
期号：34
页码：13187-13196
DOI：10.5897/AJBM11.1162
语种：English
出版社：Academic Journals
摘要：The main objective is to determine the impacts of personalization, service quality and complaint handling on the satisfaction and loyalty of current account holders with Chilean banks. Information on these impacts would help bank executives responsible for managing resources to improve offerings that secure customer loyalty. A conceptual model based on criteria found in a literature survey and data from bank customer focus groups is formulated. A personal survey measuring instrument is designed and a structural equation model is applied. This paper offers a methodology for measuring the effects of personalization, complaint handling and perceived quality on the satisfaction and loyalty of current account customers at banks. The measurement of these impacts has not been previously attempted for the Chilean banking sector and should prove useful to industry managers in their decision-making processes. The model results demonstrate that perceived quality and personalization of service, and, to a lesser but still significant degree, good complaint handling, positively impact customer satisfaction and through it customer loyalty. Our findings would be useful to Chilean banking executives in focussing their actions, strategies and loyalty programs to improve the long-term continuity of customers with their respective banks.
关键词：Personalization; perceived quality; complaint handling; satisfaction; loyalty