engleski

Complaint in Function of Consumer Satisfaction

Abstract: Complaints are valuable information in modern business, either when regarded as a determined degree of materiality, or when regarded as an identified expression of consumer dissatisfaction with product quality. A well established, effective system of gathering, processing and analysing complaints enables an organisation to create information basis for decision making based on facts. This information basis allows one to efficiently establish and apply the measures for continuous improvement of product quality. Therefore, complaints are a kind of materializing a principle of the quality management system. They are also highly applicable in the field of market research. In order to achieve system efficiency, it is necessary to continually use the same methodology of gathering and processing complaints. This enables both the parallel and the temporal comparison of gathered information. Thus, it is possible to accurately define trends of consumer satisfaction level. Moreover, it is particularly important to explore the cause of complaints arising. The research, conducted from 2004 to 2009 in Zagreb Airport, indicates that there is a correlation between certain parameters, such as the number of complaints, the number of passengers and the investment rates. Higher investments in product quality do not consequently mean fewer complaints due to the „unrealistic expectation“ phenomenon. Due to the fact that only a negligible percentage of dissatisfied consumers are willing to express their dissatisfaction and file complaints to organisations, complaints management should be combined with other forms of consumer satisfaction measurements. One of the useful tools for measuring consumer satisfaction level is the compliment monitoring system, which should also be applied continually by using a unique methodology for the purpose of further information comparison. This will provide the background for further decision making.

complaints; quality; consumer satisfaction; unrealistic expectation phenomenon

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