Dissatisfaction and Complaining Behavior †Free Samples to Students

Question: Discuss about the Dissatisfaction and Complaining Behavior. Answer: Introduction Recently an electronic company has been receiving numerous customer complaints management which make sales and customer service representative (CSR) department sick of hearing angry customers voice. The marketing/sales manager requested for analysis of the customer complaints data to find out problems and come up with solutions. In this paper therefore we attempt to discuss customer complaints, product family, and types of customers. In business arena, customers are regarded as the Kings and Queens who deserve to be listened to. The handling of customer complaints is therefore a critical component aimed at providing superior customer performance. According to Albrecht (1995), there are three key aspects of handling customer complaints. The aspects are; acknowledging customer complaints, identifying customer complaints, and handling customer complaints. Data analysis The data in the spreadsheet is pulled out from Enterprise Resource Planning (ERP) system of the company which is active in the electronic industry. The ERP systems takes note of the date when the complaint was initiated, date when the response was received, name of the customer, type of the complaint, family in which the product under complaint belongs to among other variables. A total of 719 complaints were received and this makes the basis of the analysis for this report. For efficient analysis and internalization, the data is broken down into various variable-specifics as below: Complaint types Table 1 below gives the total complaint types. As can be seen, majority of complaints management (n = 233, 32.4%) reported by customers was related to delivery followed by wrong quantity (n = 136, 18.9%). The least type of complaints recorded was other (unspecified) type of complaints (n =3, 0.4%) Table 1: Total complaint types Row Labels Count of Complaint Type Delivery 233 Wrong Quantity 136 Lost In Transit 127 Wrong Product 118 Packaging 36 Poor Response 33 Damaged 18 Quality of workmanship 8 Invoice Error 7 Other 3 (blank) Grand Total 719 The chart below illustrates the above information. Product family Next, we looked at the frequency distribution of the various product families. The complaints received were found to come from 15 different product families. Majority of the complaints (n = 60, 8.34%) belonged to the product family PF12. The product family PF6 had the lowest number of complaints recorded (n = 41, 5.70%). Row Labels Count of Product Family Percent PF12 60 8.34% PF10 55 7.65% PF2 54 7.51% PF8 49 6.82% PF14 48 6.68% PF3 48 6.68% PF7 48 6.68% PF1 47 6.54% PF15 47 6.54% PF4 47 6.54% PF11 46 6.40% PF5 44 6.12% PF9 43 5.98% PF13 42 5.84% PF6 41 5.70% Grand Total 719 100.00% The chart below illustrates the above information. Association between complaint type and product family We also conducted an association test to verify whether there is significant association between type of complaint and product family. The following hypothesis was tested; H0: There is no significant association between type of complaint and product family H1: There is significant association between type of complaint and product family Tested at 5% level of significance Chi-Square Tests Value df Asymp. Sig. (2-sided) Pearson Chi-Square 142.012a 126 .156 Likelihood Ratio 144.794 126 .121 N of Valid Cases 719 a. 90 cells (60.0%) have expected count less than 5. The minimum expected count is .17. A chi-square test of independence was performed to examine the relation between type of complaint and product family. The relation between these variables was insignificant, Problem definition The major problem as can be seen is the process of packaging till the products gets to the product management. This was established to be the major root cause of the various issues experienced by the customers. The companys organizations structure could also possibly affect the customer satisfaction levels. It seems there are few employees who have a lot of tasks put on them to accomplish. This affects the workmanship thereby resulting to some of the issues experienced-the few workers available are highly overworked to the extent that they get confused. In terms of the warehouse supervision, there are only two supervisors manning the warehouse and they are both in charge of the inbound and outbound supervisory work going on. The equipment and machinery used in the warehouse seems to be faulty thus brining issues such as wrong quantity packed as well as wrong product (Radovilsky Hegde, 2011). Response received also contributed as being one of the major complaints raised. This shows either the staff deliberately fail to acknowledge the customer complaint or they dont give a clear direction on how to handle the customers issue. Solutions and suggestions Most of the complaints raised by the customers are to do with human aspect (human errors). It is therefore imperative that all the staff in the warehouse to undergo serious training so that the can fully understand their roles and how to go about their duties in a more effective and efficient way. All customer service personnel should also be trained on how to handle various customer complaints effectively and being empowered to respond in a positive manner. The company should also ensure that the machines and equipment in the warehouse are up-to-date and in condition. One problem noted was failure by machines to package right quantities, this can be minimized by doing away any faulty machine at the warehouse(Yilmaz, et al., 2015). References Albrecht, K., 1995. At Americas Service: How Your Company Can Join the Customer Service Revolution. Davidow, M., 2014. The a-craft model of organizational responses to customer complaints and their impact on post-complaint customer behavior. , Dissatisfaction and Complaining Behavior. Journal of Consumer Satisfaction, Volume 27, p. 70. Radovilsky, Z. Hegde, V., 2011. Identifying and Analyzing Quality in Supply Chain. California Journal of Operations Management. 9(1), p. 5870. Yilmaz, C., Varnali, K. Kasnakoglu, B. T., 2015. How do firms benefit from customer complaints?. Journal of Business Research, 69(2), pp. 944-955.