Who matters most in services: detractors, passively satisfied or promoters?
by Shivendra Kumar Pandey
International Journal of Indian Culture and Business Management (IJICBM), Vol. 13, No. 2, 2016

Abstract: Understanding the differences in various types of consumers groups to the complaint resolution process in a banking services industry was the objective of this research. The three groups compared were promoters, passively satisfied and detractors based on Reicheld (2001) framework. The multi-group comparison results indicated that all the three groups were different in their response to the complaint resolution process. The detractors emerged as the most important customer segment in complaint handling process with highest impact on recommendation of bank to the peer group. Implications for complaint management in services industries are discussed as well as addition to the body of knowledge in consumer complaining behaviour.

Online publication date: Sun, 31-Jul-2016

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