Analyzing customer post complaint behavior via brand switching and word-of-mouth factors: An empirical study on e-complainers in the Turkish retail banking sector

In this study post complaint behavior is focused in terms of understanding the factors leading service recovery satisfaction, brand switching and WOM. Using perceived justice and disconfirmation of expectations as theoretical perspectives, the research model explains (1) how customers evaluate a company?s response to their complaints and (2) how these evaluations affect customer satisfaction and post complaint behavior, specifically brand switching and WOM.The research model is tested on 280 bank customers who complained about their service provider to a third party through internet. Unlike previous research, which is predominately experimental and scenario-based in Western settings, this study investigates actual complaints and provides a non Western; Turkish view.Although the results reveal that all three forms of justice (distributive, procedural and interactional) have impact on service recovery satisfaction, factor analyses suggest that respondents evaluate recovery process according to their prior expectations about these justice dimensions. Therefore, new constructs in explaining service recovery satisfaction are introduced. The relative importance of each organizational response dimension (timeliness, redress, apology, facilitation, attentiveness, credibility) is also investigated in this study.The theoretical model has conceptual and practical value to researchers and service companies. Besides its contribution to the existing literature by introducing new constructs in CCB, this research provides practical information that can lead to a better understanding of customers? recovery evaluation methods and be used to guide the formation of improved service recovery strategies.