Customer Complaint Journey Mapping: A Qualitative Approach

Koussaif, Hiba, Hart, David and Lillystone, Simon (2020) Customer Complaint Journey Mapping: A Qualitative Approach. British Food Journal. ISSN 0007-070X (In Press)

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•Purpose: This paper develops a diagrammatic technique to better understand customer complaint behaviour (CCB) journeys based on customer intentions rather than the more commonly examined behaviours, based on a novel interview approach.
•Design/methodology/approach: Research participants were trained to record contemporaneous accounts of future dissatisfactory dining experiences. Minimising issues of memory recall whilst faithfully capturing complainants’ raw emotions. These recordings formed the basis for follow up interviews, based on the critical incident technique.
•Findings: The central finding of this paper was how other actors outside of the traditional service dyad played a dynamic role in co-creating a complainants’ emotions and subsequent behaviours.
•Practical implications: The resulting customer complaint maps give deep insights into the complex social dynamics involved in CCB, providing a powerful tool for both researchers and staff responsible for recovery strategies.
•Originality/value: The mapping framework provides an innovative means of capturing the actual complaint experiences of customers and the role of other actors, utilising a multi-method approach designed to address various limitations of existing CCB research.

Item Type: Article
Subjects: N100 Business studies
Department: Faculties > Business and Law > Newcastle Business School
Depositing User: John Coen
Date Deposited: 19 May 2020 10:44
Last Modified: 19 May 2020 10:44

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