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Interactional Justice and Post-Complaint Behaviour in the Fast- food Industry

Ogonu, Gibson Chituru and Nwogu, Cecilia Ugochukwu

Abstract

The study examined the effect of interactional justice on customer post-complaint behaviour. This paper is essential as any customer displeased and lost becomes a convert to the competitors, thereby reducing the company’s proceeds. The study reviewed relevant literature. Descriptive and inferential statistics were utilized in analyzing the data to achieve the paper’s objective. The findings of this study revealed that there is a strong nexus between interactional justice and repeat purchase, word- of-mouth and commitment. The paper thus conclude that consumers who experience dissatisfaction will be willing to enact positive post- complaint behaviours if the firm addresses their issues satisfactorily; and recommend amongst others that management of fast food firms should key in to effective complaint handling practices that engender interactional justice in order to drive customers towards positive post –complaint behaviours like repeat purchase, word of mouth and commitment

Keywords

Commitmentinteractional justicepost-complaint behaviourrepeat purchaseword-of-mouth.

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