The Influence of Psychographic Variables on the Theory of Exit, Voice, and Loyalty of Customer Complaints Behaviour in Banks
Preko Alexander, Agbanu Kwami Samuel
Keywords:
Complaints, Behaviour, Attitude, Exit, Voice, Loyalty, Psychographics Factors
Abstract:
This paper analyses Customer Complaints Behaviour (CCB) using psychographic factors and
the Theory of Exit, Voice and Loyalty. Prior studies on the continent of Africa have explored
customer dissatisfaction, service failure, complaints handling and complaint attitudes, but not
in association with psychographic factors. This research gap is addressed with a new conceptual
understanding that integrates psychographic variables and the Theory of Exit, Voice and Loyalty
in a single study. In total, 171 valid questionnaires were gathered from customers of two
public banks in Accra chosen randomly, and a convenience sampling method was used for the
respondents. This study has revealed that assertiveness, conservatism, attitude towards complaints,
sense of justice, service attribute significantly influence the theory of Exit, Voice and
Loyalty of CCB. What is more, the findings have also shown that there is a statistical difference
between complainers and non-complainers. Complainers are more likely to stay loyal, and are
less likely to voice out or leave their bankers. We suggest that banks should not only center CCB
strategies towards complainers, but should also take into account non-complainers as they are
equally important to businesses.
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10.7441/joc.2015.04.04
Preko A., Agbanu K. S. (2015). The Influence of Psychographic Variables on the Theory of Exit, Voice, and Loyalty of Customer Complaints Behaviour in Banks. Journal of Competitiveness, 7 (4), 48-67 https://doi.org/10.7441/joc.2015.04.04
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