Abstract:
Purpose: This study is conducted to understand and analyze the factors that influences the
complaints and repurchase behavior of customers, the prime factors concerned and discussed
in this paper include tech savvy, heavily influenced by peers, low trust in brands, prolific
ofsocial media, desire to engage in social media.
use
Methodology & Design: To conduct this research the non-probabilistic convenient sampling
has been used as methodology and a structured close ended questionnaire was adopted to
gather data using online Google Form for a sample of400 respondents, the data was then tested
using the software ofADANCO 2.0.1 to test the reliability and find correlation between the
proposed independent and dependent variables.
Findings: The research showed that Generation Y are most likely the ones who complain about
a bad experience in retail sector, also significant relationship of low trust in brand, heavily
influenced by peers, prolific use of social media was found with complaints behavior of
customers while desire to engage in social media remains insignificant to have relation with
complaints.
Limitations: The study had the limitations ofstipulated time frame, restricted to retail sector.
The sample was limited and may not produce consistent result for researches on large scale in
different sector. Some data has to be deleted based on statistical results obtained on adopted
model.
Recommendations: This study helps in making strategies for complaint management system,
recovery system, provide opportunities to gain consumer trust, train complaint management
skills to managers to deal with complaints proactively, also to understand the shifts in
consumer behavior and avoid their switch to competitors.
