عنوان انگلیسی مقاله:

Customer opportunistic complaints management: A critical incident approach

ترجمه عنوان مقاله: مدیریت شکایت مشتریان فرصت طلب: رویکرد حادثه بحرانی

رشته: مدیریت بازاریابی

سال انتشار: 2012

تعداد صفحات مقاله انگلیسی: 9 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Abstract

Although customer complaints are valued in the hospitality industry in order to create service recovery opportunities and improve service quality, there are occasions when customers knowingly and incorrectly report service failures or make illegitimate complaints. The purpose of this study is to investigate how service employees handle opportunistic customer complaints in service encounters. By using the critical incident technique, we classify 346 incidents from hotel and restaurant services based on complaint source, evidence, compensation, handling, follow-up, and customer return. Managerial implications for these challenging situations are discussed and suggestions are made for improvement.

Keywords: Opportunistic complaint, Complaining behavior, Unethical consumer behavior, Critical incident technique

چکیده مقاله

Introduction

Hospitality research has consistently emphasized the significance of increasing and maintaining high levels of service quality, satisfaction, and customer loyalty. In particular, research acknowledged the value of complaints for improving service quality and retaining customers through service recovery (Plymire, 1991; Dewitt and Brady, 2003; Snellman and Vihtkari, 2003). Most previous studies assume that customer complaints are legitimate in nature and that dissatisfaction is the one of the main causes of customer complaints (e.g., Singh and Wilkes, 1996; Stephens and Gwinner, 1998). However, research has acknowledged the existence of complaints from customers who may deliberately fabricate problems (Jacoby and Jaccard, 1981). These unjust complaints arecalled “fake complaints” (Day et al., 1981) or “illegitimate customer complaints” (Reynolds and Harris, 2005).
In the hospitality industry, employees are expected to place guests first and cater to their needs. When it comes to handling complaints, many firms honor customer claims with the motto, “give the customer the benefit of the doubt and compensate with well-dosed generosity” (Lovelock and Witz, 2007). Some firms such as the Ritz–Carlton go as far as doing “everything you possibly can to never lose a guest” (Tax and Brown, 1998). Yet, these service recovery efforts are open to abuse. Due to the common training and policy placing emphasis on guests always being right, handling opportunistic customer complaints can be exceptionally challenging for guest contact employees …

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