The Interaction of Customer Satisfaction and Complaints on Corporate Performance in the Insurance Industry

This study examines whether the impact of increasing customer complaints on corporate performance varies depending on the level of customer satisfaction in insures. Generally, higher customer satisfaction is associated with improved corporate performance, while an increase in customer complaints is perceived as a negative factor. While higher satisfaction generally enhances performance and complaints are perceived negatively, little research has empirically analyzed their combined effect. The study aims to determine whether the impact of complaint rates on corporate performance differs based on customer satisfaction levels. The analysis method involved categorizing all domestic insures into subgroups based on the published customer satisfaction index and the number of customer complaints to examine whether the impact of customer complaints varied by satisfaction level. The results indicate that when satisfaction is high, complaints have a stronger negative impact on performance. This supports previous research treating satisfaction and dissatisfaction as separate constructs. The findings emphasize the importance of distinguishing these factors in customer satisfaction management, as higher satisfaction may amplify the adverse effects of dissatisfaction on corporate performance.