Abstract:

The aim of this study is to measure the impact of interest and transparency, authorization and process standardization factors, which are customer complaint management quality determinants on the brand image and brand commitment. For this purpose, data from 423 final customers who live in the province of Kütahya, who served from GSM operators, experienced any problems with the service they received and complained to the relevant business for the solution of this problem. The results of the analyses were found that the process standardization, which is the first determiner of the quality of customer complaint management, and that there is a negative relationship between all dimensions of brand commitment (cognitive commitment, attitude commitment, behavioral commitment), while there is a positive relationship with the brand image. While there is a positive relationship between authorization, which is the second determiner of quality of customer complaint management, and all dimensions of brand commitment, there is no meaningful relationship between the brand image. Finally, there is a positive relationship between interest and transparency, which is the third determiner of the quality of customer complaint management, and all dimensions of brand commitment, whereas there is no meaningful relationship between the brand image.