Impact of Customer Complaint Handling Satisfaction on Customer Loyalty: Evidence from B2B Plastic Industry

Abstract

This study investigates the impact of complaint-handling satisfaction on customer loyalty in the business-to-business (B2B) plastics industry. Drawing on survey data from 270 decision-makers, the analysis combines descriptive statistics with simple linear regression to evaluate both perceptions and outcomes. Results show consistently high satisfaction after complaint resolution, strongly linked to positive purchase decisions and long-term loyalty intentions. Regression findings confirm a significant positive association, with complaint-handling satisfaction explaining 34.7% of the variance in loyalty. These results demonstrate that effective resolution is not a peripheral service but a strategic determinant of customer retention. For industry leaders, the study underscores the importance of investing in robust complaint systems, embedding customer-centric cultures, driving continuous improvement, and leveraging data-driven decisions. By doing so, B2B plastics firms can strengthen relationships, enhance brand reputation, and secure a competitive advantage in a global industry where reliability and trust are decisive for sustainable growth.

Keywords

Complaint handling satisfaction loyalty business-to-business plastic industry

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