Promoting responsible service policy: The impact of complaint invitation on perceived service recovery performance

Phimai Nuansi, Piya Ngamcharoenmongkol
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Abstract

Given that developing effective, accountable and transparent institutions are the targets of sustainable development goals (SDGs), a shift toward more responsible actions are required for service providers. The present study attempts to establish the role of complaint invitation as the service providers’ responsibilities on the advancement of customer complaint handling performance. A scenario-based experiment was carried out in a retail banking service setting. Two types of the service providers’ response to service failure (invited complaint vs. customer-self complaint) are compared in terms of customer perceived justice and satisfaction of service recovery. Results from multivariate analysis of variance (MANOVA) suggest that inviting customer to complain can result in higher perceived justice and satisfaction than when the complaint is raised by the customer. Furthermore, invited complaint has a greater impact on perceived interactional justice and satisfaction for customers with low coping potential. This study suggests that understanding the role of service provider’s accountability, service managers can more effectively develop and execute customer complaint management policy which contributes to business sustainability. Corresponding author: Phimai Nuansi Email addresses for the corresponding author: phimai.nua@stu.nida.ac.th First submission received: 28th February 2019 Revised submission received: 5th April 2019 Accepted: 20th April 2019
促进负责任的服务政策:投诉邀请对感知服务恢复绩效的影响
鉴于发展有效、负责任和透明的机构是可持续发展目标的目标,服务提供者需要采取更负责任的行动。本研究试图建立投诉邀请作为服务提供者责任对顾客投诉处理绩效提升的作用。在零售银行服务设置中进行了基于场景的实验。两种类型的服务提供商对服务失败的反应(邀请投诉与客户自我投诉)在客户感知的公正和服务恢复满意度方面进行了比较。多变量方差分析(MANOVA)的结果表明,邀请顾客投诉比由顾客提出投诉能产生更高的公平感和满意度。此外,对于应对潜力低的顾客,主动投诉对感知互动公正和满意度的影响更大。本研究表明,了解服务提供者责任的角色,服务管理者可以更有效地制定和执行客户投诉管理政策,这有助于业务的可持续性。通讯作者:Phimai Nuansi通讯作者电子邮件:phimai.nua@stu.nida.ac.th初稿收到:2019年2月28日修稿收到:2019年4月5日录用:2019年4月20日
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