Complaint Management: A Customer Satisfaction Learning Process

Complaints should be considered an indicator of organizational performance assessment, signalling problems or failures in internal processes that need quick recovery in order to avoid migration of profitable customers. Organizations must learn that the consequences of loosing customers are both profit decrease and negative word of mouth. The aim of the present study is to highlight the key features of an effective complaint management process, as a less expensive system of diagnosing and learning a company's weaknesses. Results focus on customer complaining behaviour and subsequently on the development and implementation of the service recovery strategy.