By Stefan Garding, Andrea Bruns
This e-book investigates consumer perceptions and expectancies of grievance channels. as well as the traditional channels, the adequacy of on-line social networks as new criticism channel is analysed. The managerial suggestions to enhance patron pride are in accordance with a survey and demonstrate severe determinants of purchaser channel selection and their expectation and conception of every criticism channel.
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Additional info for Complaint Management and Channel Choice: An Analysis of Customer Perceptions
Take away Only a minority of customers decide to complain directly to the responsible company by utilising one of the available complaint channels. e. mail, e-mail, phone, and face-to-face, social networks are introduced as a potential new complaint channel. Customer satisfaction with complaint handling is disassembled into several dimensions, detailed in the research literature on the topic: procedural, interactional, distributive justice, as well as behavioural and attribution theory. References Anand KS, Pac MF, Veeraraghavan S (2011) Quality-speed conundrum: trade-offs in customerintensive services.
Apart from this traditional academic background a further aspect of social network theory has become apparent in the course of the 21st century: individuals have started participating in and interacting through online communities, such as Facebook, Google+, and LinkedIn. According to the literature various terms to describe this new social networking mechanism are widely used, namely descriptions such as ‘online communities’ (Dellarocas 2006), ‘virtual communities’ (Porter and Donthu 2008), ‘social media’ (Kaplan and Haenlein 2010), and ‘online social networks’ (Ellison et al.
The relevance of this communication channel is incontestable; almost 36 % of the entire German population is already participating in at least one social network (van Eimeren and Frees 2011). This ratio is steadily increasing, particularly given that older people are becoming more receptive to social networks (Spahr and Arns 2012). The importance of this medium is growing, as 55 % of all members use their accounts daily (Busemann and Gscheidle 2011). Among the six major social networks activities, ‘searching for information’ and ‘getting updates from online friends’ is stated by users as being the two major sources of interests (Busemann and Gscheidle 2011).
Complaint Management and Channel Choice: An Analysis of Customer Perceptions by Stefan Garding, Andrea Bruns