Successful loyalty in e-complaints: FsQCA and structural equation modeling analyses

Abstract

This study analyzes antecedents of customer loyalty following complaint behavior in business-to-consumer (B2C) e-commerce. The study uses structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) to test relationships among distributive, interactional, and procedural justice, positive and negative emotions, satisfaction with service recovery, and trust. Justification for the use of both methods lies in the complementarity and interdependent relationships that exist between the variables. The sample comprises 303 e-commerce users who lodge complaints after making online purchases. Results highlight the importance of procedural and interactional justice, positive emotions, and satisfaction with service recovery.