The Relationship between Customer's Cognitive Evaluations, Affective Responses and Complaint-Handling Satisfaction (A Case Study of Tejarat Bank and Parsian Bank in Tehran)

Abstract

Background/Objectives: This study aimed to investigate the relationship between cognitive evaluations (i.e. perceived justice, perceived complaint-handling performance, disconfirmation of expectations, recovery expectations), and satisfaction with complaint-handling considering the moderator role of affective responses (positive and negative emotions). Methods/Statistical analysis: The research was an applied study. The research method was descriptive-correlative, and the data-gathering method was field study. The research population consisted of those customers of Tejarat Bank and Parsian Bank in Tehran who had experienced at least one service failure in the date ended to Jul 23, 2014 and they had complained. The simple consisted of 246 customers, and the sampling method was two-level cluster sampling. A 5-scale questionnaire was used to collect the data. Its validity confirmed by university professors and specialist in this field, and the reliability was determined using Cronbach's Alpha test (?=0/83). Descriptive statistics was used to describe the status of examinees. Kolmogrov-Smirnov's Test was used to determine if the data were normal. Pearson's correlation test and step-by-step regression was applied to investigate the significance of hypotheses. Results/Findings: The results showed that there is significant relationship between customer's cognitive evaluations and their affective responses with satisfaction of complaint-handling. Conclusion/Application: Therefore, it is necessary that banks to provide a realistic picture of their organization to customers, train their employees, reinforce them and give them the authority and responsibility to establish appropriate communications with complained customers. In short, the management must assume a leadership oriented towards providing an excellent complete service so that the importance of achieving satisfactory recoveries is passed on to the employees.

DOI: 10.5901/mjss.2015.v6n3s2p692