507-153-1M - Complaints Management The Case Study of a Bank...

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Complaints Management The Case Study of a Bank Case study Reference no 507-153-1 This case was written by Abdelfattah Triki and Samiha Mjahed, ISG (Institut Supérieur de Gestion) Université de Tunis. It is intended to be used as the basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation.The case was made possible by the co-operation of an organisation that wishes to remain anonymous. © 2007, ISG (Institut Supérieur de Gestion) Université de Tunis. No part of this publication may be copied, stored, transmitted, reproduced or distributed in any form or medium whatsoever without the permission of the copyright owner. ecch the case for learning Distributed by ecch, UK and USA North America Rest of the world www.ecch.com t +1 781 239 5884 t +44 (0)1234 750903 All rights reserved f +1 781 239 5885 f +44 (0)1234 751125 Printed in UK and USA e [email protected] e [email protected]
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507-153-1 2 Complaint management: the case study of a bank Introduction The banking environment in Tunisia knows major changes with the arrival of new competitors (foreign banks and insurance companies), the development of ICT’s (Information and Communication Technologies) and with the volatility of better informed more mature and more demanding customers who do not hesitate to call upon foreign banks for a better quality service. In this increasingly competitive environment, it is imperative to adopt strategies aiming at obtaining an advantage; the management of complaints is one of these strategies. The question of the management of complaints is integrated within the theoretical framework of relationship marketing and customer relationship management. These developments mean that it is possible to preserve customers by focusing on their reactions to internal errors and by removing their causes. The bank can increase its customer base in a competitive environment through an adequate management of complaints. Problems : The marketing literature underlined the role of effective treatment of complaints in order to improve customer service by setting up mechanisms of feedback and of relational quality. Nonetheless, this literature misses empirical investigation. In the majority of cases, it uses the critical incidents technique or experimentation without adopting a holistic approach in the analysis of customer behaviour and company effectiveness in the treatment of complaints. A case study research is believed to fill in this gap. Objectives: The objective of this case study is to explore the complaining experience from the point of view of the customers and understand how complaints are managed so as to describe company strategies used to correct errors. This is done on the basis of: (1) The analysis of the complaining behaviour of the customers: sources of dissatisfaction, object of complaint, perceived importance of the situation, emotions, expectations, etc. (2) The identification of the various elements of the management strategy of the customer complaints: actions, entities, input data, output data, process, results, etc.
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