Traditionally, purchase intention has been a very popular dependent variable among the marketers and researchers. A very important antecedent of purchase intention is cognitive dissonance (CD). CD, in turn, is affected by a number of factors. One such factor is the risk of the consumer of not getting a proper redress solution in case he faces any problem with the product after its use. This risk is termed ‘the perceived recourse and redress risk (PRRR)’. It is used as a measure to analyse the efficiency of complaint management systems (CMSs). The study aims to analyse how consumers perceive the CMS of companies and its effect on the perception of CD with its subsequent effect on purchase intention. The study was carried out in the pre-purchase context on a sample of 600 respondents across five cities. The structural equation modeling (SEM) was used to analyse the data. The results indicated that among the eight dimensions of PRRR, only four dimensions affected the CD of customers, namely: no response, rudeness, extended delay and no action from customer care. The study leaves an implication for marketers to work on these dimensions and make the CMS more effective in order to increase the purchase intention of consumers.

The current study is an attempt to identify the various critical factors that are essential for creating value for money and therefore, customer satisfaction and loyalty. The review of literature indicated a gap in the area of relationship between value for money and customer satisfaction. For this, a study was placed in which a sample of 300 foreign tourists in Goa was taken and a survey was conducted to analyze which factors led to their increase in value for money. It was found that the value for money was affected by both ease of visiting Goa and level of enjoyment experience offered by Goa. Out of these two factors, the level of enjoyment was found to be more significantly and positively affecting the foreign tourist perception of value for money and satisfaction level as compared to the ease of visiting.