Complaining Behavior and Satisfaction: Customer’s Effort Score Shuffle the Cards

Réclamation et satisfaction: l’effort perçu du client rebat les cartes

Pauline de Pechpeyrou (), Patrick Nicholson and Noria Lakad
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Pauline de Pechpeyrou: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
Patrick Nicholson: Faculté de Médecine Henri Warembourg - Université de Lille

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Abstract: Positive word-of-mouth from customers (captured through the Net Promoter Score) has been considered for years as the ultimate way of measuring their satisfaction. This paper confirms the relevance to integrate a new indicator in customer's satisfaction measurement: Customer Effort Score (CES). A field study was conducted on 319 customers who had complained to their insurance company. Results identify the levers of their satisfaction and the impact of CES. Furthermore, results highlight CES impact on some specific satisfaction components. Managerial implications are discussed as well as future research directions.

Keywords: Satisfaction; Complaining Behavior; Customer Effort Score (CES); Net Promoter Score (NPS) (search for similar items in EconPapers)
Date: 2019-01-17
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Published in International Marketing Trends, Jan 2019, Venise, Italie

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01989078

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