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Conclusions for Organisational Complaint Management and Future Research

In: Complaint Management and Channel Choice

Author

Listed:
  • Stefan Garding
  • Andrea Bruns

Abstract

In this chapter the main question “which communication channels are adequate options to voice a complaint from a customer perspective” is answered. Four main managerial implications are drawn from the results of the empirical studies. First, traditional communication channels like mail, e-mail, phone and face-to-face are evaluated regarding their adequacy in the context of customer complaints. Second, social networks as a potential new complaint channel are examined. Third, traditional complaint channels and social networks are compared regarding their adequacy to voice a complaint. Fourth, social interaction is identified as a mediator for customers’ perception of complaint channel adequacy. To conclude this chapter, managerial implications are suggested. Besides, the contributions to existing literature as well as the limitations of the studies are revealed.

Suggested Citation

  • Stefan Garding & Andrea Bruns, 2015. "Conclusions for Organisational Complaint Management and Future Research," SpringerBriefs in Business, in: Complaint Management and Channel Choice, edition 127, chapter 0, pages 75-82, Springer.
    • Handle: RePEc:spr:spbrcp:978-3-319-18179-0_5
    DOI: 10.1007/978-3-319-18179-0_5
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