15 research outputs found
On the Importance of Complaint Handling Design : A Multi-Level Analysis of the Impact in Specific Complaint Situations
Given the large investments required for high-quality complaint handling design,
managers need practical guidance in understanding its actual importance for their
particular company. However, while prior research emphasizes the general relevance
of complaint handling design, it fails to provide a more differentiated perspective on
this interesting issue. This study, which is based on an integrative multi-level
framework and a dyadic dataset, addresses this important gap in research. Results
indicate that the impact of a companyâs complaint handling design varies significantly
depending on the characteristics of the complaining customers with which the firm has
to deal. Further, this paper shows that, contingent on these characteristics, a companyâs
complaint handling design can shape complainantsâ fairness perceptions either
considerably or only slightly. Overall, findings suggest that companies should apply
an adaptive approach to complaint handling to avoid misallocation of attention,
energy, and resources