Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/294439 
Year of Publication: 
2023
Citation: 
[Journal:] Cogent Business & Management [ISSN:] 2331-1975 [Volume:] 10 [Issue:] 2 [Article No.:] 2211821 [Year:] 2023 [Pages:] 1-15
Publisher: 
Taylor & Francis, Abingdon
Abstract: 
The main objective of this research is to expand the satisfaction with complaint handling theory to the OTT (Over The Top) application by examining the perceptions of justice and trustworthiness factors affecting customer loyalty mediating role of satisfaction complaint handling. A quantitative online survey was conducted based on a questionnaire of 520 Vietnamese users who have had complaints about Zalo OTT service in 2022. Confirmatory factor analysis was used to evaluate the reliability and validity of scales; then, structural equation modeling was used to assess the fitness of the research model, formulated hypotheses and the indirect relationships. Findings show that satisfaction with complaint handling is strongly influenced by consumer trustworthiness and three subfactors of justice; it also plays a mediating role in the impact of justice and trustworthiness factors on customer loyalty. However, customer trustworthiness has the strongest direct impact on customer loyalty. This research can be used as a model on which firms will base themselves to create customer loyalty by manipulating justice, trustworthiness and satisfaction with complaint-handling factors.
Subjects: 
justice theory
loyalty
Satisfaction with complaint handling
trustworthiness
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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