Complaint Management

In recent years, companies have been facing an intensive international competition and a tightening buyer’s market with customers who are increasingly hard-to-please. In this situation, managers intensify their efforts to increase satisfaction and to stabilize customer relationships that have gone fragile due to dissatisfaction by means of complaint management. This paper gives an overview over the goals of complaint management and explains how they can be achieved by fulfilling the different tasks of the direct and indirect complaint management process