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EFFECTIVE SERVICE RECOVERY AS A RESULT OF COMPLAINT AND ONLINE REPUTATION MANAGEMENT How customer dissatisfaction can benefit an organisation during a successful service recovery process

  • Over the past decades, consumers changed their purchasing behaviour. Instead of relying on their renowned sources, people nowadays are enabled to draw on information provided on online platforms. The existence of electronic word of mouth has changed consumer purchasing behaviour significantly. This phenomenon, however, also harbours various threats for companies as consumers are more likely to voice their grievances about a service or product. Especially in the service industry purchasing behaviour, word of mouth as well as complaint behaviour can have a formidable impact on a company. The service offers a variety of activities with the aim of meeting a consumer’s individual needs. Yet, this uniqueness also comes with several drawbacks as consistent quality cannot be entirely promised. Thus, the fact that service failures occur should not be taken lightly as customer dissatisfaction may be the result and ramifications may be severe for businesses. To minimise displeased customers, companies can strive for compensating for initial inconveniences in the wake of a well-functioning service recovery approach. The empirical study targets to give in-depth insights into consumers’ complaint behaviour as well as service recovery expectations in the German market. The results reveal that good service recoveries should not be underestimated as they may have beneficial impacts on businesses as well as the customers themselves. Furthermore, it is obligatory to act not only via offline channels but also through online channels. Thanks to the delivered insights, companies might be able to better adjust their approach of implementing a good service recovery strategy and to place greater value in their consumers’ opinions and concerns. This paper intends to provide a thorough explanation of how dissatisfied consumers can be beneficial to a business in the long-run and why they should not be ignored.

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Metadaten
Author:Lisa Römer
Referee:Sabine Haller
Advisor:Martin Darstig
Document Type:Master's Thesis
Language:English
Date of first Publication:2021/01/01
Publishing Institution:Hochschulbibliothek HWR Berlin
Granting Institution:Hochschule für Wirtschaft und Recht Berlin
Release Date:2021/09/20
Page Number:127
Institutes:FB I - Wirtschaftswissenschaften / International Marketing Management M.A.
Licence (German):License LogoUrheberrechtsschutz