Customer Complaints and Switching Behavior—A Study of Relationship Dynamics in a Telecommunication Company

Data on customer complaints and switching behavior provide us with important information about customer relationship dynamics. Studying customer complaints and switching behavior, i.e., crossroads in a relationship, will help us better understand the consequences of customer dissatisfaction and what erodes loyalty and has a negative impact on profitability. This understanding will help manage complaints proactively rather than reactively and help prevent switching. It will also improve quality and support service development.