Conceptual Model for Exploring the Factors which Impact Reaching the Voice of Customers

Since the voice of the customer (VoC) could be of core importance for an organisation's success, it is of high significance to identify the motivating and demotivating factors that influence the customers' intention to provide or not to provide feedback on service quality. This study aims to observe how awareness on the issue of providing feedback, personal beliefs on the impact of feedback, expectations from the company, and organisational culture impact the customers' decision to leave feedback. To explore the influence of the chosen factors an online survey was conducted and the Structural Equation Modeling (SEM) analysis was employed. The results show that awareness and organisational culture have a positive impact on the customers' decision to provide feedback, while the expectations from the company have a negative impact on such customer behaviour. The presented conceptual model might provide novel viewpoints into the factors which impact customers' behaviour regarding their decisions to provide feedback and initiate further studies on the topic of VoC.