Receiving, Recording, and Responding to Customer Complaints: The Effects of Formalizing Customer Complaint Handling Policies in Retail Firms

Research output: Contribution to journalArticlepeer-review

Abstract

Given the critical need for retail firms to provide high quality customer service and satisfaction, this article investigates the importance of formalizing customer complaint handling policies and procedures with regard to its relationship to the ways in which retail companies receive, record, and respond to customer complaints. A survey of 184 firms from the retail environment of a midsized community reveals that the existence of such formalized procedures is significantly associated with firm size, better channels of communication with customers, mechanisms of recording customer feedback, and better-trained employees, which have been shown to relate to higher firm performance.

Original languageEnglish
Pages (from-to)225-239
Number of pages15
JournalServices Marketing Quarterly
Volume39
Issue number3
DOIs
StatePublished - Jul 3 2018

Keywords

  • Customer complaint handling
  • customer satisfaction
  • customer service policies

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