Open AccessFactors impacting online complaint intention and service recovery expectation: The case of e-banking service in Vietnam
Author(s) -
Quoc Nghi Nguyen,
Anh Tin Ngo,
Van Nam
Publication year - 2021
Publication title -
international journal of data and network science
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.296
H-Index - 7
eISSN - 2561-8156
pISSN - 2561-8148
DOI - 10.5267/j.ijdns.2021.8.001
Subject(s) - complaint , service recovery , service (business) , business , structural equation modeling , sample (material) , customer satisfaction , service provider , marketing , service guarantee , service quality , service design , computer science , political science , chemistry , chromatography , machine learning , law
With advanced technology, service providers have used multiple channels to get customer feedback. Online complaints are considered a useful solution for many service providers. If the online complaints are appropriately resolved, this not only helps recover customer satisfaction but also enhances the service image in customers' minds. This study applies structural equation modeling (SEM) to determine the affecting factors on online complaint intention and service recovery expectation in e-banking services. Research data are collected by random sampling with a sample size of 206 customers who have ever experienced e-banking service failures. The study demonstrated that customers' intention to complain online is influenced by attitude towards online complaints, complaint experience, and service failure severity. Besides, online complaint intention positively influences customers’ recovery expectations for e-banking service failures.