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Moving Towards Successful Complaint Management

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Complaint Management and Channel Choice

Part of the book series: SpringerBriefs in Business ((BRIEFSBUSINESS))

Abstract

This chapter analyses the impact of customer complaint behaviour and classifies potential types of behaviour after a dissatisfying incident. Besides the opportunity of contacting a company directly, three alternative options are discussed which can be utilised by customers to vent their frustration. Thereafter, four different traditional complaint channels are introduced. This part is followed by a definition of social networks as a potentially emerging complaint channel. The remaining part of this chapter emphasizes the importance of complaint channels and describes three scientific theories which are important for customer satisfaction analysis: justice theory, behaviour theory and attribution theory. Each theory is described in detail and linked to the context of the study.

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Notes

  1. 1.

    Further readings on unjustified and opportunistic customer complaint behaviour: Harris (2010), Jacoby and Jaccard (1981), Reynolds and Harris (2005).

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Authors and Affiliations

  1. Düsseldorf, Germany

    Stefan Garding

  2. Bad Wünnenberg, Germany

    Andrea Bruns

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  1. Stefan Garding
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  2. Andrea Bruns
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Garding, S., Bruns, A. (2015). Moving Towards Successful Complaint Management. In: Complaint Management and Channel Choice. SpringerBriefs in Business. Springer, Cham. https://doi.org/10.1007/978-3-319-18179-0_2

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