An analysis of online customer complaints: Implications for Web complaint management

Document Type

Conference Proceeding

Publication Date

1-1-2002

Abstract

How businesses resolve customer-complaining behavior effectively has been considered a "defensive marketing" strategy or a "zero-defections" strategy, which diminishes customer dissatisfaction. Handling customer dissatisfaction accompanies Web customer complaint management, which might be the critical issue for online customer service solutions and e-CRM (electronic customer relationship management). In this paper; the authors (1) investigate the current sources and causes of online complaints; (2) seek effective ways of handling customer complaints by examining different product types; and (3) provide guidelines for successful e-CRM. 1000 customer complaints from three different publicized e-business customer service centers and 500 complaints from online feedback systems were analyzed in this study. The research findings suggest that e-businesses should (1) provide excellent online customer services because customer service is the most important factor in online customer satisfaction; (2) respond to customers' requests/complaints quickly because the response speed is more important in online customer satisfaction than offline; and (3) employ strategies that are appropriate for the product category in question.

Identifier

84948690068 (Scopus)

ISBN

[0769514359]

Publication Title

Proceedings of the Annual Hawaii International Conference on System Sciences

External Full Text Location

https://doi.org/10.1109/HICSS.2002.994162

ISSN

15301605

First Page

2308

Last Page

2317

Volume

2002-January

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