Factors impacting online complaint intention and service recovery expectation: The case of e-banking service in Vietnam

With advanced technology, service providers have used multiple channels to get customer feedback. Online complaints are considered a useful solution for many service providers. If the online complaints are appropriately resolved, this not only helps recover customer satisfaction but also enhances the service image in customers' minds. This study applies structural equation modeling (SEM) to determine the affecting factors on online complaint intention and service recovery expectation in e-banking services. Research data are collected by random sampling with a sample size of 206 customers who have ever experienced e-banking service failures. The study demonstrated that customers' intention to complain online is influenced by attitude towards online complaints, complaint experience, and service failure severity. Besides, online complaint intention positively influences customers’ recovery expectations for e-banking service failures