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Complaint Management and Channel Choice: An Analysis of by Stefan Garding, Andrea Bruns

By Stefan Garding, Andrea Bruns

This booklet investigates purchaser perceptions and expectancies of grievance channels. as well as the traditional channels, the adequacy of on-line social networks as new grievance channel is analysed. The managerial options to enhance buyer delight are in line with a survey and show severe determinants of purchaser channel selection and their expectation and belief of every criticism channel.

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Sample text

The second component of procedural justice is speed of response (PJ_2). Participants are asked to evaluate the five complaint channels with regard to their expectations of receiving an immediate response from the company in reply to their complaint. The third component is user-friendliness (PJ_3). Participants are asked to evaluate the five complaint channels with regard to user-friendliness. The items are measured on a 7-point Likert scale given 1 = “Not time-consuming” and 7 = “Very time-consuming” for PJ_1; 1 = “Not suitable” and 7 = “Very suitable” for PJ_2; 1 = “Not user-friendly” and 7 = “Very user-friendly” for PJ_3.

Response time) it takes for a company to respond (Davidow 2003). 1 Factor 1: Procedural Justice 29 flexibility as a synonym for a company’s ability to adapt its procedures to fit individual requirements (Tax et al. 1998). Therefore, it is assumed that complaint channels differ in the extent of their adequacy from a procedural justice perspective. For instance, as it usually takes longer to answer mailings, the adequacy of this channel might be considered as lower compared to the faster response time, e-mails or immediate feedback in faceto-face situations offer.

They are revealed by former researchers. All variables were adapted to match the underlying management questions. When not stated otherwise, the dependent variables are measured on a 7-point Likert scale. An overview of all variables is given in Appendix C. First, procedural justice (PJ) is measured by three items. The items are taken from McCollough et al. (2000). The first item (PJ_1) reflects time-consumption. In particular, participants are asked to evaluate the different complaint channels with regard to the time needed to communicate a complaint.

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