When front-office sales staff disrupt complaint management

Quand le personnel de vente en front-office perturbe le traitement des réclamations

Fanny Reniou () and Dilip Subramanian
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Fanny Reniou: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique, IGR-IAE Rennes - Institut de Gestion de Rennes - Institut d'Administration des Entreprises - Rennes - UR - Université de Rennes
Dilip Subramanian: NEOMA - Neoma Business School

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Abstract: Based on a qualitative study with bank employees, and deploying the dual perspective of role theory, this research identifies the deviant roles of FO sales staff (FOSS) in complaint handling: retention, denial-relegation and disengagement. Our research shows that these staff adjust their roles to manage tensions and give them a form of power over work teams and the customer. The research, at the frontier between marketing and human resources, proposes managerial recommendations aimed at limiting the deviant roles of the FOSS, which adversely affect the work of other staff.

Keywords: customer complaint management / front office staff / role theory / deviance; réclamations clients / personnel en front office / théorie des rôles / déviance (search for similar items in EconPapers)
Date: 2023-07
Note: View the original document on HAL open archive server: https://univ-rennes.hal.science/hal-04244749v1
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Published in Revue Française de Gestion, 2023, 49 (311), pp.31-52. ⟨10.3166/rfg.311.31-52⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04244749

DOI: 10.3166/rfg.311.31-52

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