Pomen zaznane pravičnosti pri reševanju pritožb v telekomunikacijah

In the paper we examine how telecommunications customers perceive fairness during complaint resolution and what is the impact of fairness perception on customer loyalty. Using multiple-regression we analyze data from a survey of 217 telecommunication customers, who had recent experience with the complaint process. Two regression models confirm the importance of perceived fairness in handling telecommunications’ customers complaints. Individual dimensions of perceived fairness positively affect the intention to maintain the relationship and willingness to spread positive word of mouth about the provider. Specifically, informational and distributive fairness have a positive effect both on intention to maintain the relationships and positive word of mouth, while procedural fairness has a strong influence only on positive word of mouth.