مقاله امرالد: تکنیک های شکایت مشتریان، بهبود خدمات و پیشرفت دائمی

عنوان انگلیسی مقاله:

Techniques Complaining customers, service recovery and continuous improvement

ترجمه عنوان مقاله: تکنیک های شکایت مشتریان، بهبود خدمات و پیشرفت دائمی

رشته: مدیریت بازاریابی

سال انتشار: ۱۹۹۷

تعداد صفحات مقاله انگلیسی: ۶ صفحه

منبع: Emerald

نوع فایل: pdf

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Abstract Techniques Complaining customers, service recovery and continuous improvement

Notes the fact that dissatisfied customers may not complain to the service provider, but will tell a number of people about the bad service they have received. Looks at factors related to the development of a service recovery system to ensure that dissatisfied customers are dealt with effectively so as to ensure they receive appropriate levels of service and to maximize customer retention. Considers factors such as the reasons for customer complaints, reciprocity and complaint handling and ways to instil a service recovery strategy.

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Introduction Techniques Complaining customers, service recovery and continuous improvement

One in four customers has a problem with products purchased. If the item purchased is relatively low in price, only one in five will register a complaint. Most customers feel that complaining to staff as and when a problem occurs will only cause additional annoyance and waste time. If customers have a problem with service, ratherthan with product, they are even less likely to say anything. Customers will tell their friends and family about their problem rather than the producer. In general, dissatisfied customers will tell between eight and ten people about the bad service they received.

These statements must cause considerable stress to operational managers within service companies. First, customers are not complaining to staff when they receive poor service. Instead, such individuals are expressing their negative thoughts to friends and family. Due to this the company cannot recover the situation, as the customer has appeared to go away happy. It is through the provision of good customer-staff communication that firms can determine the views of customers and recover a failing situation successfully.

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