Research Paper
Year: 2020 | Month: April | Volume: 7 | Issue: 4 | Pages: 515-525
The Effect Analysis of Handling Complaint on Trust, Word Of Mouth and Consumer Loyalty with Customer Satisfaction as Moderating Variable
Ari Tia Vialdo Ginting, Nazaruddin, Rulianda Purnomo Wibowo
Master of Management Study Program, Postgraduate School of University of Sumatera Utara
Corresponding Author: Ari Tia Vialdo Ginting
ABSTRACT
This study aims to determine the effect of handling complaints consisting of procedural justice, interactional justice and distributive justice on trust, word of mouth and loyalty with customer satisfaction as a moderating variable. This type of research is causal research. The study population is all wholesalers who filed complaints against PT Siantar Top Tbk Medan from the 2017-2019 period as many as 40 respondents. The sampling technique uses saturated sampling and primary data obtained through questionnaire. Furthermore, the research data were analyzed using multiple linear regression. The results showed that partially procedural and distributive justice have a significant effect on trust, word of mouth and loyalty with customer satisfaction as a moderating variable. While interactional justice has no significant effect on trust, word of mouth and loyalty with customer satisfaction as a moderating variable. Furthermore, it is recognized that customer satisfaction and word of mouth have a significant effect on loyalty. While trust does not have a significant influence on customer loyalty. Thus, this study provides empirical evidence that procedural justice and distributive justice are the most prioritized types of complaint handling to increase customer loyalty.
Keywords: Consumer Loyalty, Complaint Handling, Customer Satisfaction, Word of Mouth
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