The Positive Impact of Complaint Management on Customer Satisfaction

By

[Name of the Author]

[Name of the Supervisor]



ACKNOWLEDGEMENT

No words can express my appreciation and gratitude to my research advisor _______ through the course of this research, Professor _____ has taught me numerous values that extend well beyond the realm of _________ (Your Subject Name). His emphasis on dedication to work and his valuable and practical insights of life are some of the major highlights of my education at The University _________. To Professor _____, I say with great respect, thank you very much.



DECLARATION

I [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for the academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

ABSTRACT

In this thesis, the focus is on customer retention and loyalty under the realm of customer complaint management. The satisfaction level of the customers distinguishes a successful enterprise from and unsuccessful enterprise. Customer satisfaction eventually leads to customer retention and customer loyalty. The two terms are different in terms of customer satisfaction. This involves that the all the customers should be managed as an asset of the enterprise to ensure potential lifetime customer loyalty and revenue generation. In the era of advancing technology and competitive scenario, the role of CRM in this context cannot be denied. Lately, the rapid changes in the global economic and technological environment, the behaviours of consumers are also changing. Therefore, those retailers who could not cope with these sudden changes are not able to compete. Hence, they end up closing the business. Numerous studies about the loyalty of customers have been published; however, there is still a gap, which occurs due to the changing behaviour of consumers. This is why I have more interest in this subject. However, the purpose of this study is to analyse the existence of a relationship between retaining customers and their loyalty level with the organisation.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background of the Study1

Problem Statement3

Objectives3

Hypothesis4

Significance of the Study4

CHAPTER 2: LITERATURE REVIEW6

Introduction6

Misconception of Retained Customers Are Automatically Loyal7

Customer Retention9

E-CRM10

Types and Categories of Complaints11

Complaint Handling System12

Customer Complaint Management Strategy15

Focus on Customer Satisfaction15

Reducing Switch Cost16

Tesco's Customer Loyalty in UK17

Summary18

CHAPTER 3: METHODOLOGY20

Sample20

Informed Consent21

Ethical Concerns21

Limitations22

CHAPTER 4: RESULTS24

Results of Questionnaire Survey24

Development of CRM Model for a Comany50

Customers Lifecycle in CRM51

Attraction Phase52

Maintenance Phase53

Retention Phase53

Summary55

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS56

Conclusion56

Recommendations and Further Study57

Summary58

REFERENCES59

APPENDIX65

Appendix A: Consent form65

Appendix B: Questionnaire Survey66

Appendix C: Responses to Questionnaire68

Appendix D: List of Charts70

CHAPTER 1: INTRODUCTION

Background of the Study

The word “complaint” has all types of negative connotations associated with it. Nobody likes to be in the position where their work is criticised and complained about. It may suggest that an employee did not offer the best service to the customer or it may have been a failing of the company has a whole. Employees of a company may feel like the customer has criticised their work and as a result, may either ignore ...