Customer opportunistic complaints management: A critical incident approach |
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Authors: | Heejung Ro June Wong |
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Institution: | a Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Blvd., Orlando, FL 32819, United States b College of Business Administration, University of Central Florida, 4000 Central Florida Blvd., P.O. Box 161991, Orlando, FL 32816-1991, United States |
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Abstract: | Although customer complaints are valued in the hospitality industry in order to create service recovery opportunities and improve service quality, there are occasions when customers knowingly and incorrectly report service failures or make illegitimate complaints. The purpose of this study is to investigate how service employees handle opportunistic customer complaints in service encounters. By using the critical incident technique, we classify 346 incidents from hotel and restaurant services based on complaint source, evidence, compensation, handling, follow-up, and customer return. Managerial implications for these challenging situations are discussed and suggestions are made for improvement. |
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Keywords: | Opportunistic complaint Complaining behavior Unethical consumer behavior Critical incident technique |
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