Nguyễn Thanh Liêm * Bùi Văn Trịnh

* Tác giả liên hệ (nguyenthanhliemvt@gmail.com)

Abstract

Complaint behavior plays a vital role in maintaining customer loyalty in telecom service industry. It helps to reveal customer’s experience about service failure and provide information to control these problems. Prior scholars have proved a significant role of customer satisfaction as a mediator for complaint intentions. Thus, it is necessary to explore antecedents of customer satisfaction and its impact on complaint intention. This study expands the Justice theory by adding another independent variable – Trust to examine complaint intention of customers. A cross sectional survey was conducted with 954 respondents among the customers of Mobifone, Vinaphone and Viettel in the Mekong Delta. The findings from data analysis through testing a structural equation model point out that justice components and trust have positive impact on customer satisfaction and, in turn, on complaint intention. Finally, research results suppose that mobile operators in the Mekong Delta need to pay attention to pricing strategies, build trust with customers, and handle service failures.
Keywords: Complaint intention

Tóm tắt

Phàn nàn đóng vai trò quan trọng đối với việc duy trì sự trung thành của khách hàng. Nó giúp các nhà quản lý nhận biết các vấn đề xảy ra với khách hàng để có các chính sách quản trị hiệu quả hơn. Nghiên cứu này tiếp cận theo lý thuyết công bằng và mở rộng mô hình nghiên cứu bằng cách kết hợp biến niềm tin nhằm tăng tính giải thích. Một cuộc khảo sát được thực hiện, thu thập dữ liệu từ 954 khách hàng của Mobifone, Vinaphone và Viettel ở 4 tỉnh khu vực Đồng bằng sông Cửu Long nhằm phân tích các yếu tố ảnh hưởng đến ý định phàn nàn của khách hàng. Kết quả phân tích bằng phương pháp SEM đã chỉ ra ảnh hưởng của các thành phần công bằng và niềm tin đối với sự hài lòng của khách hàng cũng như ý định phàn nàn. Từ kết quả nghiên cứu cho thấy, các nhà cung cấp dịch vụ di động tại khu vực Đồng bằng sông Cửu Long cần chú ý đến chiến lược giá, phát triển kênh truyền thông với khách hàng, và cách xử lý của công ty trong những tình huống dịch vụ thất bại.
Từ khóa: dịch vụ điện thoại di động; lý thuyết công bằng; niềm tin; ý định phàn nàn

Article Details

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