Perceived Recourse and Redress Risk : Remedy Risk Before Purchase and Its Impact on Purchase Intention

Purchase intention of customers has baffled many researchers for decades, and as such in an attempt to effectively influence purchase intention, researchers frequently study it. Purchase intention is influenced by cognitive dissonance, which in turn is influenced by a factor known as Perceived Recourse and Redress Risk (PRRR). This risk is an extension of the perceived risk literature. PRRR is used as a measure to analyze the efficiency of complaint management systems. The present study aims to analyze how consumers perceive the complaint management system of companies (PRRR) and its effect on perception of cognitive dissonance with its subsequent effect on purchase intention. This relationship was also tested across gender. The study was carried out in the pre-purchase context on a sample of 600 respondents across five cities using structural equation modeling. The results indicate that cognitive dissonance mediated this relationship. Furthermore, the mediation was present in the case of females and not in the case of males. The study leaves an implication for marketers to aim at creating a positive image of complaint management system in the minds of customers that would help them in decreasing their perception of cognitive dissonance and enhancing the intention to buy