The dimensions of complaint satisfaction: process and outcome complaint satisfaction versus cold fact and warm act complaint satisfaction

There is much empirical evidence showing that the satisfaction of complainants with a company’s response has enormous impact on the customers’ future behaviour. Therefore, it becomes necessary to fully understand the construct of complaint satisfaction. Moreover, recent research provides deep insights into the determinants and consequences of complaint satisfaction. The focus of this article is on the dimensional structure of this construct. On a conceptual basis, two dimensions of complaint satisfaction are differentiated: outcome complaint satisfaction and process complaint satisfaction. The results of an empirical study are presented, demonstrating the effects of both dimensions on overall complaint satisfaction, relationship satisfaction and repurchase intention. Additionally, factor analysis leads to the identification of two factors that can be interpreted as satisfaction dimensions: cold fact complaint satisfaction and warm act complaint satisfaction. Obviously, complainants differentiate between those quality attributes that can be evaluated on the basis of objective facts on the one hand, and those that lead to more emotional reactions.