A RELATIONSHIP STUDY OF COMPLAINTS AND REPURCHASE - EMPERICAL FINDINGS FROM RETAIL SECTOR

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.