The Impact of Post-Complaint Satisfaction with the Salespersons, Retailer, and Manufacturer on Relationship Commitment

Post-complaint satisfaction, formed after a complaint has been resolved with the marketer, is investigated with respect to multiple, simultaneous actors in a marketing relationship (salesperson, retailer, and manufacturer). The impact of post-complaint satisfaction on the consumer's commitment intentions is also explored Results indicate that post-complaint satisfaction with the salesperson, retailer, and manufacturer all demonstrate a significant impact on the consumer's commitment to repurchase from the retailer. However, only post-complaint satisfaction with the manufacturer had a significant impact on commitment to repurchase from the manufacturer, suggesting the relationships between the customer and the salesperson or store hold less importance for loyalty to a brand.