Understanding Customer Complaint Behaviour for Sustainable Business Development

Abstract

This study investigates the nature and strength of key factors influencing customer complaint behavior (CCB) in the organized road transport industry in Imo State, Nigeria. Using questionnaire in a survey, 348 respondents drawn from the customers of seven organized road transport firms. The study reveals, principally, that all the six hypothetical constructs (situational, demographic, psychological, service-provider, purchased-service factors, and industry condition) have a significant impact on customer complaint behavior. Further, among the twenty-three antecedents evaluated, a gender of respondents and the size of the company are not significant predictors of customer complaint behavior. A new model of customer complaint behavior for sustainable business development in capacity building is proposed with critical attention to the customers’ identified critical areas of service failure while consolidating on the identified factors influencing patronage of the organized road transporters. The role of government in providing and enforcing effective regulation is also emphasized.