Can the level of complaints predict the level of customer satisfaction in the Water Services Corporation?

Abstract

This research examines the level of customer satisfaction towards the WSC, and how complaints affect customer satisfaction. This study also analyses if the level of complaints can predict the level of customer satisfaction. This paper also evaluates the outcome variables such as expectations; customer knowledge; quality and loyalty; customer service; customer care and communication. These variables are discussed in certain detail and depletion in any of these variables could result in unsatisfactorily customers and obviously increasing the level of complaints. This research also takes the important integrative step of understanding the customer behavioural construct of customer satisfaction. Furthermore, this model strongly suggests a positive view of the relationship between variables and outcome variables of satisfaction, with the aim to enhance customer satisfaction. Although satisfaction is recognized as an important facet in every organization, there is no general agreement of how the concept should be defined. Thus, it is evident that customer satisfaction does not mean the same thing to everyone.