COMPLAINT MANAGEMENT PROCEDURE AND CUSTOMER PATRONAGE IN SELECTED TOURISM SITES IN IMO STATE, NIGERIA

Abstract

The study examined complaint management procedure and customer revisit
intension/patronage in selected tourism sites in Imo State. The research problem is that the
empirical studies accessed by the researchers in the area of complaint management did not
handle the relationships which this present study assesses. The study was therefore
conducted to examine how attentively listening to customer complaints influences customer
revisit intention; assess the relationship between identification of type of complaintcustomer and customer revisit intention; investigate how quick response to customer
complaints affects customer patronage; and determine how logging complaint in database
influences customer patronage. The study adopted the survey research design. Data were
obtained from both primary and secondary sources. The purposive sampling technique was
adopted in the study. The Cronbach Alpha statistic was used to obtain a value of 0.77 as the
instrument reliability ratio. Data analysis was committed to descriptive statistics and
correlation analysis techniques. The results showed that attentively listening to customer
complaints influenced customer revisit intention; identification of type of complaintcustomer improved customer revisit intention; quick response to customer complaints
enhanced customer patronage and logging complaint in database influenced customer
patronage in Imo State. It was concluded that effective complaint management procedure
beefed customer revisit intention/patronage in tourism sites in Imo State. The study
recommends that management should always listen attentively and professionally to
customer complaints and complained-customers should be identified for better
management. Also, quick response should be given to customer complaints and complaints
should always be logged in database so as to sustain and even increase customer revisit
intention/patronage