Mediating effect of SATCOM on the relationship between consumer complaint behaviour and relationship quality

Abstract

In the study, consumer complaint behaviour (CCB) was represented by Public Complaint Soft Action (PCSA) and Public Complaint Extreme Action (PCEA) as the independent variable, SATCOM the mediating variable and relationship quality the dependent variable. A total of 285 mobile phone users consisting of complainers from three selected states in Malaysia were chosen as the respondents. Using structural equation modelling (SEM) the structural model shows excellent fit with x² = 695.922, x²/df = 2.245, CFI = 0.932, TLI = 0.923, PNFI = 0.781 and RMSEA = 0.071. Besides, the AVE, CR and Convergent Validity values confirmed the measurement model for further analysis. Employing bootstrapping technique to test the mediation effect, this study reveals mixed results. SATCOM is found significantly a full mediator on the relationship between PCSA and relationship quality (β = 0.246, p = 0.000, BC 95% CI [0.047, 0.282]), but not a mediator on the relationship between PCEA and relationship quality (β = -0.096, p = 0.169, BC 95% CI [-0.174, 0.031]). This finding implies that the performance of the complaint resolution by the service provider will give impact to the consumer, as well to the service provider because customer dissatisfaction can be speedily recovered through excellent complaints handling.