Remote Channel Customer Contact Strategies for Complaint Update Messages

Gary Douglas, Hazel Morton and Mervyn Jack
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Gary Douglas: University of Edinburgh, UK
Hazel Morton: University of Edinburgh, UK
Mervyn Jack: University of Edinburgh, UK

International Journal of Technology and Human Interaction (IJTHI), 2012, vol. 8, issue 2, 43-55

Abstract: This research focuses on the preservation and repairing of relationships once a banking customer has raised a complaint. This research investigates the impact of different messaging channels (email, Internet banking site messages, SMS text messages, and messages on the ATM screen) and the impact of different styles of complaint update messages on customers’ perceptions of their relationship with their bank. The empirical research is conducted on a sample of 96 banking customers. Quantitative data are collected to examine the impact of the banking channel and the update message style on customers’ perceptions of their relationship with the bank. The results indicate that update messages are a reassurance tool for the bank to use for customers who had cause to raise a complaint. The preferred channels of communication with the customer base for update messages are email and Internet banking. Also, customer-brand relationship was found to be higher for complaint-specific content in the messages than for generic messages.

Date: 2012
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