EFFECTS OF DISTRIBUTIVE JUSTICE COMPLAINTS RESOLUTION STRATEGIES ON CUSTOMER SATISFACTION IN KENYA’S BANKING INDUSTRY
Journal Title: European Journal of Business and Social Sciences - Year 2012, Vol 1, Issue 7
Abstract
Maintaining a loyal customer base has witnessed banks invest in various marketing strategies among them complaint resolution strategies so as to have an ever satisfied clientele. The purpose of this study is to establish the effect of customer complaint resolution strategies on customer satisfaction. The study utilizes an explanatory survey design and focuses on all the 20 banks based in Eldoret, Kenya as at June 2010. Additionally, 2300 customers are targeted for the study. A sample of 372 customers was selected using systematic sampling techniques. A self-administered questionnaire was used to collect primary data and both descriptive and inferential statistics were used for data analysis. The study reveals two dimensions of complaint resolution strategies; Equity and Need and explained 57% of the total variance hence distributive justice theory on complaint resolution is valid in Kenya. Results of the Hypothesis testing indicated that distributive complaint resolution strategies are significant (p<0.05) and accounts for 17% of customer satisfaction. The study concludes that distributive complaints resolution strategies are an important feedback mechanism to establish customer satisfaction levels and banks are advised to invest in them.
Authors and Affiliations
Joel Chepkwony| School of Business and Economics, Moi University, Eldoret, Kenya, Michael Kirwa Korir| School of Business and Economics, Moi University, Eldoret, Kenya, Charles Lagat| School of Business and Economics, Moi University, Eldoret, Kenya, Hazel Miseda Mumbo| Tropical Institute of Community Health and Development, Great Lakes University of Kisumu, Kenya, Odhiambo Odera (Corresponding author)| University of Southern Queensland, Australia and Masinde Muliro University of Science and Technology, Kenya eMail: oodera@yahoo.com
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- EP ID EP10188
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