Complaint Handling : A multiple case study: key factors that influence the efficiency of complaint handling in manufacturing industry

Manufacturers are transforming their business model from being a product dominant to a customer centric organization, in order to maintain competitive advantage, as well as deliver customer satisfaction thereby to build a long-term relationship with them. The management of complaint handling is regarded as a crucial contributor to its business performance. To identify key factors that influence the efficiency of complaint handling in manufacturing industry, it is important to start with an investigation of a company's internal complaint handling management. A multiple case study has been carried out in the form of semi-structured, face-to-face interviews with managers from six different manufacturing companies. The studyreveals that four factors in complaint handling are to be paid attention to, which include complaint handling process, qualified complaint handler, complaint handling system and complaint handling policy. By comparing the companies' viewpoints as well as theoretical perspective on these factors, some differences and similarities are revealed. Finally, the study found that the complaint handler who possesses the adequate technical knowledge of the product and interpersonal skills is the most essential factor that affects complaint-handling efficiency. In the meanwhile, complaint-handling system is increasingly important in assisting companies with customer complaints