This thesis provides an extensive overview of the recent literature on illegitimate customer complaints, offering relevant insights and recommendations for managers. In recent times, illegitimate customer complaints have become an increasing problem for companies in various industries. In these cases, customers voice complaints, although no actual problem has occurred. Nevertheless, best practice guidelines for dealing with this type of complaint that are based on scientifically substantiated evidence are still hard to find.
Specifically, this thesis identifies an increasing customer orientation, generous return policies, and changes in the technological environment as the main drivers facilitating illegitimate complaints. The influence of other factors on illegitimate complaining behavior, such as the “domino effect” as a situational factor, is also highlighted. With additional consideration of the motives of complainers (where a distinction can be made between fraudulent returners, freeloaders, fault transferors, peer-induced esteem seekers, solitary ego gainers, and disruptors), countermeasures are derived. The empowerment of employees, inter alia, through an increase of their responsibility, the implementation of complaint databases and complaint management systems, and the revision of the existing service culture and return policy, were identified as the most effective counter-measures to the negative impacts of illegitimate complaints.
Table of Contents
Abstract
List of Figures
List of Abbreviations
1. Relevance of Illegitimate Customer Complaint Handling for Companies
2. Theoretical Foundations of Customer Complaints
2.1 Definition of Legitimate Complaints
2.2 Definition of Illegitimate Complaints
3. Literature Review on Illegitimate Customer Complaints
3.1 Factors Facilitating Illegitimate Complaining
3.2 Impact of Situational, Habitual, and Personal Factors
3.3 Motives for Illegitimate Complaints
3.3.1 Fraudulent Returners
3.3.2 Fault Transferors
3.3.3 Freeloaders
3.3.4 Peer-induced Esteem Seekers
3.3.5 Solitary Ego Gainers
3.3.6 Disruptors
3.4 Impact and Effects of Illegitimate Complaints on Companies
3.4.1 Consequences for Employees in Customer Contact
3.4.2 F inancial Costs of Illegitimate Complaints
3.5 Potential Countermeasures
3.5.1 Employee Training and Empowerment
3.5.2 Implementation of Databases and Customer Complaint Management Systems
3.5.3 Revision of Existing Return Policies
4. Discussion
4.1 Critical Evaluation
4.2 Contribution to Customer Complaint Management and Practice
4.3 Limitations and Future Research
Appendices
References
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