An Empirical Study on the Effect of Consumer Complaints Handling on Consumer Loyalty

Timely and effectively handling of customer complaints, can not only eliminate customer dissatisfaction, but also increase customer satisfaction with and loyalty to the enterprise. Thus, exploring the influence mechanism of complaints handling is significant for both consumers and companies in e-commerce. This study constructs a research model, and puts forward some research hypotheses. The results show that customer complaints handling has a significant positive impact on customer satisfaction and cognitive loyalty. However, it has negative influence on affective and behavioral loyalty. Consumer satisfaction significantly affects cognitive loyalty and affective loyalty, but it has no significant impact on intentional and behavioral intention. At last the research find that four types of loyalty are gradually progressive and the relationship is positively significant.