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Complaint management and the role of the chief executive

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Cunliffe, Melissa and Johnston, Robert, 1953-. (2008) Complaint management and the role of the chief executive. Service Business, Vol.2 (No.1). pp. 47-63. ISSN 1862-8516

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Abstract

The aim of this paper is to encourage a new stream of research into complaints and the role of the chief executive officer (CEO). The objectives of this paper were firstly to assess the intensity of dissatisfaction driving customers to complain directly to the CEO and secondly to ascertain if the reasons for complaining to the CEO were different to those of complainants using ‘normal’ channels. A leading financial services company in the UK provided access to its complaint letters and its CEO. Based on analysis of a sample of 100 letters sent to the CEO and 100 standard complaint letters, it was found that customers complaining directly to the CEO have a significantly greater intensity of dissatisfaction. However, unexpectedly, despite the greater positional power of the CEO, the reasons for complaining to the CEO were little different to the reasons for using the ‘normal’ channels. Interestingly most of the complainants to the CEO had multiple reasons for complaint suggesting that complaints to the CEO are motivated by multiple underlying service failures.

Item Type: Journal Article
Divisions: Faculty of Social Sciences > Warwick Business School > Operations Management
Faculty of Social Sciences > Warwick Business School
Journal or Publication Title: Service Business
Publisher: Springer
ISSN: 1862-8516
Date: March 2008
Volume: Vol.2
Number: No.1
Page Range: pp. 47-63
Identification Number: 10.1007/s11628-006-0020-9
Status: Peer Reviewed
Publication Status: Published
Access rights to Published version: Restricted or Subscription Access
URI: http://wrap.warwick.ac.uk/id/eprint/50003

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