عنوان انگلیسی مقاله:

Firms’ complaint handling policies and consumer complaint voicing

ترجمه عنوان مقاله: خط مشی های رسیدگی به شکایت شرکت ها و شکایت مصرف کننده

رشته: مدیریت بازاریابی

سال انتشار: 2007

تعداد صفحات مقاله انگلیسی: 12 صفحه

منبع: Emerald

نوع فایل: pdf

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چکیده مقاله

Abstract Firms’ complaint handling policies and consumer complaint voicing

Purpose: The purpose of this research is to examine the effects of actions recommended by researchers for firms to encourage complaint voicing, and test the proposition that complaining by dissatisfied consumers would increase if only firms would make it easier to complain.

Design/methodology/approach: An experimental study assessed consumer reactions to scenarios in which a retailer made it easier or harder to complain by varying its refund policy, employee empowerment, access to call center representatives, and in-store hassles to return merchandise.
Consumers in an online panel completed questionnaires measuring perceived effort, likelihood of success, and complaint intentions.

Findings: Complaint-friendly policies produced perceptions of lower anticipated difficulty and increased chances of successful redress. However, only lenient refund policy significantly influenced complaint voicing intentions. While most policies designed to make complaining easier had limited impact on complaint voicing, measured perceptions of complaint difficulty were significant predictors of complaining intentions.

Research limitations/implications: In future studies, researchers should examine these variables in non-retail settings where getting a refund does
not dominate the consumer’s decision to voice a complaint.

Practical implications: The results call into question the proposition that complaint voicing would increase if only firms would make complaining
easier. Managers should focus on assuring customers of liberal refund policies if they complain.

Originality/value: By focusing on actions that the firm can undertake to improve the probability of consumer complaining, this paper departs from the literature on antecedents of complaining behavior, which has focused on individual difference factors that affect the probability of complaining, variables that lie outside managerial control.

Keywords: Complaints, Consumer behaviour, Customer satisfaction

Paper type: Research paper

 

مقدمه مقاله

Introduction Firms’ complaint handling policies and consumer complaint voicing

When dissatisfied consumers fail to tell management about something that went wrong, the firm stands to lose. Those who do not complain often simply disappear, defecting to competitors, spreading negative word-of-mouth to friends and family members, and denying the firm an opportunity to correct mistakes it will probably repeat. Consequently, firms have tried to encourage customers to voice their complaints directly to frontline employees. Sheraton Hotels, for example, devised a program where guests received cash payments for informing management about problems, and employees were authorized to offer discounts, points, or other amenities to customers who complained (Paterik, 2002).

Despite such efforts, surprisingly little progress has been made toward increasing the proportion of dissatisfied customers who voice complaints. When Best and Andreasen (1977) and Day et al. (1981) published the first systematic investigations of customer complaining behavior, they found that only a small proportion of dissatisfied purchasers voiced complaints. Years later, studies of complaining behavior continued to report that few dissatisfied customers complain directly to sellers. For example, a study by TARP showed that over 70 percent of the customers experiencing service failures did not complain (TARP, 1996). More recently, The Retail Customer Dissatisfaction Study (2006) reported that only 6 percent of consumers who experienced a problem told the firm about it. Similar results have been obtained outside the United States: in a Norwegian study of customer satisfaction Andreassen (2001) found that 68 percent of dissatisfied consumers did not complain.

 

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