Internet has become a part of daily life of people, and E-commerce is probably the hottest word to most companies nowadays. Many considered Internet as a new profitable distribution channel and created virtual store to sell their product online. Sales quantity of Internet shopping mall business has increased so rapidly for last a few years but its customer service quality remains under par. Web customers who purchase product online often complains to their supplier and get their complains handled satisfactorily and sometimes they do not. It is shown in many research that service failure is critical to customer satisfaction and affects the loyalty of a customer.
In this study, the relationship between satisfaction with complaint handling and loyalty of web customer is observed. Additionally, moderating role of web customer’s individual variable is tested. The results support that satisfaction with complaint handling is positively related to loyalty of web customer in Internet shopping mall business and individual variable plays moderating role in the middle. Implication for Internet shopping mall manager and scholars are discussed.