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The role of human interaction in complaint handling

Author

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  • Sophie Jeanpert

    (CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université)

  • Laure Jacquemier
  • Sophie Claye-Puaux

Abstract

While it is widely accepted that managing customer complaints is crucial for companies, the question of how best to manage these complaints is still a matter of debate. A growing number of studies highlight the effectiveness of digital complaint channels on customer behaviour and satisfaction, suggesting that direct human interaction is no longer necessary in the recovery process. Building on this observation, our research questions the interest of maintaining or not direct human interactions in the management of customer complaints. We carry a quantitative study on 427 respondents, which shows that when the recovery process involves human interaction, customers have a better perception of justice and of the company's relational efforts and are more satisfied with the resolution process. Customers are responsive to human interaction in the service recovery process. Thus, from a managerial point of view, complaint management should be part of a consumer centric approach that includes verbal exchanges (face to face or by phone). As tempting as it may seem to companies to completely digitize complaint management, we believe that maintaining direct human interactions is beneficial to customer relationships.

Suggested Citation

  • Sophie Jeanpert & Laure Jacquemier & Sophie Claye-Puaux, 2021. "The role of human interaction in complaint handling," Post-Print hal-03516556, HAL.
    • Handle: RePEc:hal:journl:hal-03516556
    Note: View the original document on HAL open archive server: https://hal.science/hal-03516556
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    References listed on IDEAS

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    1. Fan-Yun Pai & Tsu-Ming Yeh & Liang-Yu Lin, 2018. "Relationship Level and Customer Response to Service Recovery," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 140(3), pages 1301-1319, December.
    2. William Sabadie & Isabelle Prim-Allaz & Sylvie Llosa, 2006. "Contribution des éléments de gestion des réclamations à la satisfaction : les apports de la théorie de la justice," Post-Print halshs-00467946, HAL.
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    4. Javornik, Ana & Filieri, Raffaele & Gumann, Ralph, 2020. "“Don't Forget that Others Are Watching, Too!” The Effect of Conversational Human Voice and Reply Length on Observers' Perceptions of Complaint Handling in Social Media," Journal of Interactive Marketing, Elsevier, vol. 50(C), pages 100-119.
    5. William Sabadie & Isabelle Prim-Allaz & Sylvie Llosa, 2006. "Contribution des éléments de gestion des réclamations à la satisfaction : les apports de la théorie de la justice," Post-Print halshs-00135290, HAL.
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    9. Lopes, Evandro Luiz & da Silva, Marcos Antonio, 2015. "The effect of justice in the history of loyalty: A study in failure recovery in the retail context," Journal of Retailing and Consumer Services, Elsevier, vol. 24(C), pages 110-120.
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