Analysis of Customers’ Complaint Channel Choice and Complaint Behaviour

Stefan Garding and Andrea Bruns

Chapter Chapter 4 in Complaint Management and Channel Choice, 2015, pp 35-74 from Springer

Abstract: Abstract This chapter introduces two empirical studies to analyse the adequacy of complaint channels. In detail, five communication channels (mail, e-mail, phone, face-to-face and social networks) as complaint channels are examined from a customer perspective with regard to five dimensions: procedural justice, interactional justice, distributive justice, personal attitudes and social interaction. First, to test the adequacy of the complaint channels, a one-way analysis of variance is conducted for each dimension identified. Differences among the adequacy of complaint channels towards customer perceptions are revealed. Second, a cluster analysis provides detailed insights into customers’ preferences regarding complaint channel choice.

Keywords: Cluster analysis; Communication channel; Complaint channel; Customer complaint behaviour; Empirical studies; One-way analysis of variance (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:spbrcp:978-3-319-18179-0_4

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DOI: 10.1007/978-3-319-18179-0_4

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