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| Author: | Gruber, T. Szmigin, I. Voss, R. |
| Title: | The desired qualities of customer contact employees in complaint handling encounters |
| Journal: | Journal of Marketing Management
2006 : JUL, VOL. 22:5-6, p. 619 642 |
| Index terms: | complaints customers knowledge service |
| Freeterms: | customer contact employees problems satisfaction authority |
| Language: | eng |
| Abstract: | The article examines complaint satisfaction and concentrates on characteristics and behaviours that affect customers during the handling of their complaint. The literature on complaint satisfaction and the significance of the contact employee at the complaint desk are evaluated. An empirical study was conducted, and through the analysis a better understanding of characteristics of efficient customer contact employees is achieved and the advantages that complainants search for are revealed. The study shows that complainants expect contact employees to give good service and positive nonverbal signals. They also expect that these employees have the knowledge and power to process their problems effectively. Customers usually assume that if employees take them seriously and put effort to solving their problems, the solution will be satisfactory for them. At the end of the article implications for successful complaint management are presented. |
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