Analysis of Customers’ Complaint Channel Choice and Complaint Behaviour

Abstract

This chapter introduces two empirical studies to analyse the adequacy of complaint channels. In detail, five communication channels (mail, e-mail, phone, face-to-face and social networks) as complaint channels are examined from a customer perspective with regard to five dimensions: procedural justice, interactional justice, distributive justice, personal attitudes and social interaction. First, to test the adequacy of the complaint channels, a one-way analysis of variance is conducted for each dimension identified. Differences among the adequacy of complaint channels towards customer perceptions are revealed. Second, a cluster analysis provides detailed insights into customers' preferences regarding complaint channel choice.

Understanding customers’ intention to use social network sites as complaint channel: an analysis of young customers’ perspectives

“…They examined the traditional communication channels telephone, face to face, mail, and email. Generally, these communication channels are suitable for making a complaint [15]. Mattila & Wirtz [12] revealed that the choice of communication channels depends on customers' motivation when voicing a complaint.…”