Fairness in Complaint Handling and Its Theoretical Implications for Service Recovery: Evidence from E-Commerce Customers in Denmark

Authors

  • Tengku Ahmad Helmi Senior Lecturer, Department of Management, Universitas Islam Sumatera Utara, Medan, Indonesia
  • Endi Rekarti Senior Lecturer, Postgraduate School, Universitas Terbuka, Tangerang Selatan, Indonesia
  • Sri Yusriani Institute of Postgraduate Studies GSB, Universiti Sains Malaysia, Gelugor Pulau Penang, Malaysia
  • Prasetyo Harisandi Doctoral Program in Universitas Pendidikan Indonesia, Bandung, Indonesia

DOI:

https://doi.org/10.38035/dijemss.v6i5.5060

Keywords:

Complaint Management, Distributive Justice, Procedural Justice, Service Recovery, Interactional Justice, Ecommerce, Customer Satisfaction, Purchasing Behavior

Abstract

This study explores the relationship between customer complaint management and its impact on customer satisfaction and subsequent purchasing behavior in Denmark. We developed a refined complaint handling model, emphasizing fairness across three key dimensions: distributive justice, procedural justice, and interactional justice. These dimensions are hypothesized to significantly influence customer satisfaction, which, in turn, affects purchasing intentions. Using online surveys, we assessed customer perceptions of complaint handling, focusing on these critical dimensions. Data collected from 250 Danish consumers, each having filed at least one complaint, were analyzed using the Partial Least Squares (PLS) approach. The analysis revealed a significant link between effective complaint management and enhanced customer satisfaction, which notably influences purchasing intentions. Initially, our model did not demonstrate a direct impact on purchasing behaviors, leading to its refinement. The revised model indicates that customer satisfaction with the resolution process predominantly dictates future purchasing decisions, while dissatisfaction with the complaint handling does not directly affect future purchases. This research is distinguished by its innovative complaint handling model and the application of PLS methodology, providing deeper insights into the dynamic interactions between studied variables. The focused and highly relevant sample underscores the study's significance, particularly in the e-commerce sector.

Author Biographies

Tengku Ahmad Helmi, Senior Lecturer, Department of Management, Universitas Islam Sumatera Utara, Medan, Indonesia

Dr. Tengku Ahmad Helmi, S.E., M.Si. is a senior lecturer in the Department of Management, Faculty of Economics and Business, Universitas Islam Sumatera Utara (UISU), Indonesia. His academic focus spans marketing, consumer behavior, and organizational development, with a strong interest in how strategic marketing and complaint handling shape business performance in the digital era.

Dr. Helmi has authored and co-authored a number of peer-reviewed articles in reputable journals, including Greenation International Journal of Economics and Accounting, Jurnal Riset Manajemen & Bisnis, and Journal of Trends in Economics and Accounting Research. His research includes topics such as customer orientation, organizational culture, and the impact of the COVID-19 pandemic on financial markets in Indonesia.

In addition to his academic pursuits, he is actively engaged in community empowerment initiatives, particularly in enhancing digital marketing skills for MSMEs across North Sumatra. He regularly mentors students and early-career researchers and serves as a reviewer for academic journals in the field of management and business in UISU and SPs Universitas Terbuka.

Dr. Helmi’s scholarly work has been cited in various national and international publications. His contributions reflect a commitment to practical and policy-relevant research that bridges theory and real-world application.

Google Scholar: https://scholar.google.co.id/citations?user=kJe55TIAAAAJ&hl=id

Endi Rekarti, Senior Lecturer, Postgraduate School, Universitas Terbuka, Tangerang Selatan, Indonesia


Dr. Endi Rekarti is a senior lecturer at the Postgraduate School of Universitas Terbuka, Indonesia, with research interests in entrepreneurship, marketing science, organizational studies, and strategic management. He also serves as the principal mentor for FORKOMPROMI—a communication and creativity platform within the Master of Management (MM) program that connects students and alumni worldwide for academic collaboration and innovation.
???? ORCID: https://orcid.org/0000-0003-1366-7384
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Sri Yusriani, Institute of Postgraduate Studies GSB, Universiti Sains Malaysia, Gelugor Pulau Penang, Malaysia

Sri Yusriani Syamsuri, Ph.D (Cand) is a lecturer in the Postgraduate Program at Universitas Terbuka (UT), Indonesia, specializing in Communication Science and Human Resource Management. She is currently pursuing her Ph.D. in Business Management at the Graduate School of Business, Universiti Sains Malaysia (GSB-USM), with a research focus on service recovery, organizational justice, and digital consumer behavior.

She defended her master’s thesis in January 2024 as the top graduate of the Management Program at UT and is the founding leader of FORKOMPROM! (Forum Komunikasi Program Magister UT), an alumni network that fosters academic and professional collaboration among graduates. Her practical experience includes roles in supply chain and HRM at FK Distribution and the International Committee of the Red Cross (ICRC) in Denmark.

Sri Yusriani is an award-winning researcher and speaker. On June 15, 2025, she was named First Prize Winner for Best Outstanding Paper at the International Scientific Writing Competition hosted by the ISEAES Journal, UIN Sultan Maulana Hasanuddin Banten. She has also presented her work at high-level international forums including IEOM (Dubai & Tokyo), ISBEST, ICBEM, ISC-BEAM (UNJ), SCBTII (Telkom University), and ICHESMET (2024).

From September 2024 to March 2025, she is joining the WESEP training course (EU ErasmusPlus Project, Luxembourg) representing the Danish community as part of a women-focused initiative in education and social entrepreneurship.

Her interdisciplinary academic journey includes studies in Geography Education (Padang State University), Arabic Language Education (Universitas Pendidikan Indonesia), and Polish Studies (Jagiellonian University, Krakow). Since 2022, she has also been enrolled in Danish language and integration courses at Sprogskoler in Denmark.

In addition to her research and teaching activities, she serves as a peer reviewer for academic journals, has mentored over 80 emerging researchers, and remains an active contributor to inclusive, research-based learning networks. Her professional motto is: “Happy working, happy learning, happy researching!”

 

 ORCID: https://orcid.org/0009-0000-8576-1949

Google Scholar: https://scholar.google.com/citations?user=G3bp0L8AAAAJ&hl=en

ResearchGate: https://www.researchgate.net/profile/Sri-Yusriani

Prasetyo Harisandi, Doctoral Program in Universitas Pendidikan Indonesia, Bandung, Indonesia

Prasetyo Harisandi is a lecturer and doctoral candidate in Marketing Management at Universitas Pendidikan Indonesia (UPI), Bandung. His research interests include consumer behavior, e-commerce, entrepreneurship, sustainable and green marketing, and digital marketing strategies. He focuses on enhancing business competitiveness through sustainability-oriented approaches in the digital era.

As an active academic, he contributes to numerous scientific publications and international conferences, using data-driven and empirical methods to advance both industry practices and marketing theory development. His work bridges academic rigor with practical application, particularly in the areas of marketing innovation and consumer economics.

 ResearchGate: https://www.researchgate.net/profile/Prasetyo-Harisandi

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Published

2025-07-17

How to Cite

Helmi, T. A., Rekarti, E., Yusriani, S., & Harisandi, P. . (2025). Fairness in Complaint Handling and Its Theoretical Implications for Service Recovery: Evidence from E-Commerce Customers in Denmark. Dinasti International Journal of Education Management and Social Science, 6(5), 4148–4164. https://doi.org/10.38035/dijemss.v6i5.5060

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Vol. 6 No. 5 (2025): Dinasti International Journal of Education Management and Social Science (June - July 2025)

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