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This study mainly explored the relationships among irritation advertisement, customer complaint behavior and complaint dealing, customer loyalty and relationship marketing as a mediator to research the interfering effect on the relationship between irritation advertisement, customer complaint behavior and complaint dealing with customer loyalty. We provided customer relationship management suggestions for banking industry.
In this study, we proposed conceptual framework and seven study hypotheses after the literature reviewed about irritation advertisement, customer complaint behavior and complaint dealing, customer loyalty and relationship marketing. The research method was survey by questionnaires, including the irritation advertisement scale, customer complaint behavior and complaint dealing’s scale, customer loyalty scale, and relationship marketing scale. The questionnaires participants were based on clients with Taiwanese area’s banks. In this study, 300 questionnaires were sent, and a total of 265 valid questionnaires, a return rate of 88.34%, the rate of valid samples were 100%.
After valid questionnaires collected, descriptive statistical analysis was conducted to understand the distribution of the sample data in personal background. Pearson correlation analysis was conducted to test the relationships of the dimensions of irritation advertisement, customer complaint behavior, customer complaint dealing, customer loyalty and relationship marketing. Regression analysis was conducted to understand the effect of irritation advertisement, customer complaint behavior, and customer complaint dealing on customer loyalty and the effect of irritation advertisement, customer complaint behavior, and customer complaint dealing on relationship marketing. Segment regression analysis was conducted to test the mediated effect of the relationship marketing on the relationships among irritation advertisement, customer complaint behavior, customer complaint dealing, and customer loyalty.
According to data analysis, the conclusions were proposed as follows:
1. Customer loyalty was negatively affected by irritation advertisement, the hypothesis was accepted.
2. Customer loyalty was positively affected by customer complaint behavior and complaint dealing, the hypothesis was accepted.
3. Relationship marketing was negatively affected by irritation advertisement, the hypothesis was unaccepted.
4. Relationship marketing was positively affected by customer complaint behavior and complaint dealing, the hypothesis was accepted.
5. Relationship marketing had mediated effect on irritation advertising with customer loyalty, the hypothesis was unaccepted.
6. Relationship marketing had mediated effect on customer complaint behavior and complaint dealing with customer loyalty, the hypothesis was accepted.
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