Customer complaint journey mapping
A qualitative approach
Bibliographic Data
| ID | 21296542 |
|---|---|
| Authors | Hiba Koussaifi (Northumbria University), David J Hart (0000-0003-4198-8150, Northumbria University), Simon Lillystone (Northumbria University) |
| Year | 2020 |
| Volume | 122 |
| Issue | 12 |
| Pages | 3711-3726 |
| Publication date | 2020-06-19 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | British Food Journal (JOURNAL) |
| Journal identifiers | ISSN: 0007-070X • E-ISSN: 1758-4108 |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/bfj-11-2019-0849 |
| OpenAlex | W3036100484 |
| Language | EN |
| Citations received | 2 |
| References cited | 44 |
Purpose This paper aims to extend the customer complaint behaviour (CCB) knowledge by introducing a visual technique called customer complaint journey mapping as a means of capturing and understanding multi-faceted service failures involving multiple actors. Design/methodology/approach Research participants were trained to record contemporaneous accounts of future dissatisfactory dining experiences. Minimising issues of memory recall whilst faithfully capturing complainants' raw emotions. These recordings formed the basis for follow up interviews, based on the critical incident technique. Findings The central finding of this paper was how other actors outside of the traditional service dyad played a dynamic role in co-creating a complainants' emotions and subsequent behaviours. Practical implications The resulting customer complaint maps give deep insights into the complex social dynamics involved in CCB, providing a powerful tool for both researchers and staff responsible for recovery strategies. Originality/value The mapping framework provides an innovative means of capturing the actual complaint experiences of customers and the role of other actors, utilising a multi-method approach designed to address various limitations of existing CCB research
Business · Cognitive psychology · Complaint · Critical Incident Technique · Dyad · Knowledge management · Originality · Political science · Process management · Qualitative research · Recall · Service (business) · Service quality · Service Recovery · Sociology · Value (mathematics) · Computer Science · Consumer Behavior in Brand Consumption and Identification · Consumer Retail Behavior Studies · Customer Service Quality and Loyalty · Marketing · Psychology · Social Psychology
The Service Encounter
Emotions in consumer behavior
Servicescapes
Customer Experience Creation
Social networks feed the food supplements shadow market
Language differences in qualitative research
Effects of dissatisfaction in tourist services
The critical incident technique
Fifty years of the critical incident technique
| Citations per year | 0.4 |
|---|---|
| Citation span | 2021 - 2022 (2) |
| Highly cited | No |