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首页> 外文期刊>Journal of service management >I want to believe they really care How complaining customers want to be treated by frontline employees
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I want to believe they really care How complaining customers want to be treated by frontline employees

机译：我想相信他们真的很在乎抱怨客户希望如何受到一线员工的对待

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Purpose - Using a realist perspective, this paper seeks to investigate how complaining customers want to be treated by frontline employees in personal complaint handling encounters. For this purpose, an exploratory research study using the qualitative laddering interviewing technique was regarded as appropriate as it allows researchers to gain a deeper insight into an underdeveloped research subject. Following realist thinking and terminology, the exploratory study aims to develop a deeper understanding of the so-called micro structures of complaining customers. Design/methodology/approach - A semi-standardised qualitative technique called laddering was used to reveal the cognitive structures of complaining customers. In total, laddering interviews with 40 respondents with complaining experience were conducted. Findings - The research shows that the most important attributes for complaining customers are the contact employees' authenticity, competence and active listening skills. These concepts are linked with several consequences and values such as "justice", "well-being" and "security". Research limitations/implications - Owing to the exploratory nature of the study in general and the scope and size of its sample in particular, the findings are tentative in nature. As the study involved students from one university, the results cannot be generalized beyond this group even though in this case the student sample is likely to represent the general buying public. Practical implications - If companies know what complaining customers expect, frontline employees may be trained to adapt their behaviour to their customers' underlying expectations, which should have a positive impact on customer satisfaction. For this purpose, the paper gives several suggestions to managers to improve active complaint handling and management. Originality/value - The findings enrich the existing limited stock of knowledge on complaint satisfaction by developing a deeper understanding of the attributes that complaining customers expect from frontline employees, as well as the underlying logic for these expectations. Revealing the important role of employee authenticity adds to our knowledge on complaint satisfaction. Another strong contribution of this paper lies in the finding that all the identified concepts must not be seen in strict isolation, as in previous research, but have to be understood as a network of interrelated concepts: the attributes of frontline employees have several important consequences for customers (e.g. the feeling of being taken seriously), which are then linked to consumers' personal values and basic motivations (e.g. perceptions of justice).
机译：目的-本文采用现实主义的观点，旨在调查在个人投诉处理过程中，一线员工如何希望投诉客户受到一线员工的对待。为此目的，使用定性阶梯式访谈技术进行的探索性研究被认为是适当的，因为它可以使研究人员对不发达的研究主题有更深入的了解。该探索性研究遵循现实主义的思维和术语，旨在加深对抱怨客户的所谓微观结构的了解。设计/方法/方法-一种称为梯形图的半标准化定性技术用于揭示抱怨客户的认知结构。总共对40名有抱怨经验的受访者进行了阶梯式访谈。调查结果-研究表明，抱怨客户的最重要属性是联系员工的真实性，能力和积极的倾听能力。这些概念与几种后果和价值联系在一起，例如“正义”，“幸福”和“安全”。研究的局限性/意义-由于研究总体上具有探索性，尤其是其样本的范围和大小，研究结果本质上是暂定的。由于研究涉及一所大学的学生，因此即使在这种情况下学生样本可能代表一般的购买大众，也无法将结果推广到这一组以外。实际含义-如果公司知道抱怨客户的期望，则可以培训一线员工使其行为适应其客户的基本期望，这将对客户满意度产生积极影响。为此，本文为管理人员提供了一些建议，以改善积极的投诉处理和管理。独创性/价值-通过深入了解投诉客户对一线员工的期望属性以及这些期望的基本逻辑，研究结果丰富了有关投诉满意度的现有有限知识。揭示员工真实性的重要作用可以增加我们对投诉满意度的了解。本文的另一个重要贡献在于，发现所有已识别的概念都不能像以前的研究那样严格地隔离，而必须被理解为相互关联的概念的网络：一线员工的属性对客户（例如被认真对待的感觉），然后与消费者的个人价值观和基本动机（例如正义感）相关联。

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