Correlation between customer complaint handling and customer satisfaction in Chinese rural commercial banking sector: A case study of Beijing rural commercial bank


The study has two main objectives. First, to identify the complaint handling dimensions with stronger and weaker influence on satisfaction in Beijing rural commercial bank and second is to propose suggestions for improving satisfaction through effective complaint handling. The customer complaint handling will be measured across the following dimensions- service recovery, service cost, service quality, service failure, service guarantee and perceived value.

Research method

Positivism philosophy, deductive approach, primary research method, correlational (causal) case study research design and survey data collection strategy set the overall research route. Both online and offline modes will be used to collect data. In person visits through friends and relatives residing in Beijing will be arranged in Beijing rural commercial bank after getting official permission. Social networking sites also used to access bank customers and increase the sample size.

Target population and sample

The target population is current clients of Beijing rural commercial bank. The convenience sampling strategy used to gather data from a minimum of 200 clients.

Research instrument

A close-ended self-administered questionnaire with Likert agreement scale. The questionnaire divided into three parts,
1) demographics,
2) complaint handling variables
3) customer satisfaction.

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