The Effect of Perception of Complaint Management System on Purchase Intention:The Mediating Role of Perceived Value

Services have high level of heterogeneity where it is very difficult to standardize and control the quality of the services delivered. The performance of services is subject to high variability that makes it very difficult for the customer to choose among the variety of services available from a host of service providers. As a result, the customer before availing the service is highly skeptical and considers various parameters so that he does not have to repent later. One of the parameters is the effectiveness of the complaint management systems. The customer needs to be sure that in case of a default in the service offering, he gets an efficient redressal from the service provider that in turn will increase his value from the service. This perception of effective complaint management system will in turn affect the purchase intention of the customer. It is within this backdrop that the current research was undertaken to study the effect of perception of complaint management system on purchase intention. The study was undertaken for the telecommunications and online retail industry on a sample 300 taken from five cities.