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Título:
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Consumer complaint behaviour in telecommunications: The case of mobile phone users in Spain
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Autores:
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Garín Muñoz, Teresa ;
Pérez-Amaral, Teodosio ;
Gijón Tascón, Covadonga ;
López Zorzano, Rafael Alberto
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Tipo de documento:
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texto impreso
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Editorial:
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Elsevier, 2016
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Dimensiones:
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application/pdf
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Nota general:
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info:eu-repo/semantics/restrictedAccess
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Idiomas:
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Palabras clave:
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Estado = Publicado
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Materia = Ciencias: Informática: Telecomunicaciones
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Materia = Ciencias Sociales: Economía: Comercio
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Materia = Ciencias Sociales: Economía: Empresas
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Tipo = Artículo
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Resumen:
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This work analyses the post-purchase behaviour of mobile phone users once they have experienced a service failure. Taking into account the existing literature on Consumer Complaint Behaviour (CCB), a survey for 4249 individuals in Spain is used for specifying econometric equations that explain the determinants of the complaining decision and the impact that a proper complaint management may have on overall satisfaction. The results suggest that dissatisfaction is not a necessary condition for complaining and that the propensity to complain is different depending on the type of problem experienced by the customer. Another finding is that a proper handling of complaints by the company may constitute a source of improvement in the overall user satisfaction and profitability of the firm. This result is of interest for its implications when designing a company's marketing strategy. Accordingly it seems reasonable to use complaint management as a powerful tool to retain customers.
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En línea:
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https://eprints.ucm.es/id/eprint/55505/1/Gar%C3%ADn-Mu%C3%B1oz-Consumer%20complaint.pdf
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