Given the large investments required for high-quality complaint handling design,
managers need practical guidance in understanding its actual importance for their
particular company. However, while prior research emphasizes the general relevance
of complaint handling design, it fails to provide a more differentiated perspective on
this interesting issue. This study, which is based on an integrative multi-level
framework and a dyadic dataset, addresses this important gap in research. Results
indicate that the impact of a company’s complaint handling design varies significantly
depending on the characteristics of the complaining customers with which the firm has
to deal. Further, this paper shows that, contingent on these characteristics, a company’s
complaint handling design can shape complainants’ fairness perceptions either
considerably or only slightly. Overall, findings suggest that companies should apply
an adaptive approach to complaint handling to avoid misallocation of attention,
energy, and resources.
Dieser Eintrag ist Teil der Universitätsbibliographie.
Das Dokument wird vom Publikationsserver der Universitätsbibliothek Mannheim bereitgestellt.
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