Title: Customers dictate business survival or extinction: a conceptual approach in examining customer complaint data

Authors: Saso Krstovski; Ahad Ali; Donald Riemer

Addresses: Lawrence Technological University, 21000 W 10 Mile Rd, Southfield, MI 48075, USA ' Lawrence Technological University, 21000 W 10 Mile Rd, Southfield, MI 48075, USA ' Lawrence Technological University, 21000 W 10 Mile Rd, Southfield, MI 48075, USA

Abstract: Customers are a critical input in the survival of an organisation. Customer complaints require addressing promptly to ensure satisfaction. Complaint data is captured as textual and unstructured, requiring pre-processing for comprehensive analysis of trends or patterns. The framework proposed simplifying the analysis of customer complaints by leveraging existing customer complaint data. The framework outlines a structured approach to understanding customer requirements. Scoping customer complaints into manageable segments bin statements allows efforts to focus on a few. The sample methodology analyses customer dissatisfaction from different complaint types. Translation of the customer complaint into a measurable helps teams to focus on a target value. Additionally, true disruption occurs when the incorporation of customer satisfaction efforts across multiple production lines is applied. This approach is essential specifically for small and medium-sized enterprises (SMEs).

Keywords: customer satisfaction; customer complaints; consumer insight; measuring satisfaction requirements.

DOI: 10.1504/IJMCP.2023.131757

International Journal of Management Concepts and Philosophy, 2023 Vol.16 No.3, pp.266 - 275

Received: 21 Aug 2022
Accepted: 27 Aug 2022
Published online: 30 Jun 2023 *

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