Customer complaints : a gift to improve your product or service

Heikens, K.J. (2009) Customer complaints : a gift to improve your product or service.

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Abstract:In 2008, USP Marketing Research conducted a research on customer satisfaction (Bouwkennis 2008). Results showed that the organisation performance in comparison with its competitor is not satisfying. One of the indicators of customer satisfaction was complaint handling. The firm decided that its complaint handling should be improved. The objectives of the assignment were to (1) give the organisation an insight to its customer complaint handling behaviour for its components business, (2) to determine the weak spots and (3) to give the organisation recommendations to improve its complaint handling behaviour. To achieve these objectives, a literature review was conducted to build a theoretical framework on which the current situation could be compared. The framework should give focus on how customer complaints should be captured. Many articles about customer complaints have been found, but very few of these focus on capturing complaints. I decided to build a new model based on the existing models I found which can be used to assess an organisations complaint handling behaviour. The new model I made, the two level complaint handling model contains, like the name says two levels. The first level is the strategic level which makes sure the organisation is ready to handle complaints, people are aware of the importance of excellent complaint handling, people knowwho are responsible for each part of the process per product. But also things like an IT support system, a central point for customer complaints etc. The customer interaction level is the level that prescribes what should happen during the interaction with the customer and how a single complaint should flow through the process. Both levels fulfil separate but complementary needs for excellent complaint handling.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration BSc (56834)
Link to this item:http://purl.utwente.nl/essays/59844
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