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Please use this identifier to cite or link to this item: https://dspace.lboro.ac.uk/2134/11925

Title: Complaint resolution management expectations in an asymmetric business-to-business context
Authors: Gruber, Thorsten
Henneberg, Stephan C.
Ashnai, Bahar
Naude, Peter
Reppel, Alexander E.
Keywords: Business-to-business marketing
Channel relationships
Complaints
Supplier relations
United Kingdom
Issue Date: 2010
Publisher: © Emerald Group Publishing Limited
Citation: GRUBER, T. ... et al., 2010. Complaint resolution management expectations in an asymmetric business-to-business context. Journal of Business & Industrial Marketing, 25 (5), pp. 360 - 371.
Abstract: Purpose – The purpose of this paper is to gain a deeper understanding of the attributes of effective complaint management in business-to-business relationships, and to reveal the underlying benefits that buying organizations are looking for when complaining. Design/methodology/approach – A semi-standardized qualitative technique called laddering was applied successfully to an online environment with 22 representatives of companies in the manufacturing industry participating. Findings – The resulting hierarchical value map displays 13 attributes which exemplify the complaint resolution management expectations. A total of 14 constructs represent consequences of such resolution activities, while four constructs can be interpreted as values. Take “Quick action” is the most important of the expected attributes and behaviours of complaint resolution management. Four consequences seem to dominate the assessment: Financial benefits, Prevention of future problems, Solution, and Effective resolution handling. “Maintain supplier relationships” appears as a dominant value in the perceptions of respondents, with half of them mentioning this as an end. 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. The study involved a group of representatives of large UK manufacturing companies with complaint handling responsibilities and so the results cannot be generalised. Originality/value – The findings enrich the existing limited stock of knowledge on complaint management in business relationships by developing a deeper understanding of the attributes that complaining customer companies desire from suppliers, as well as the underlying business logic (i.e. values) for these expectations. The quality of the results also suggests that the laddering questionnaire technique can be transferred effectively to an online environment.
Description: This article was published in the Journal of Business and Industrial Marketing [© Emerald Group Publishing Limited] and the definitive version is available at: http://dx.doi.org/10.1108/08858621011058124
Version: Accepted for publication
DOI: 10.1108/08858621011058124
URI: https://dspace.lboro.ac.uk/2134/11925
Publisher Link: http://dx.doi.org/10.1108/08858621011058124
ISSN: 0885-8624
Appears in Collections:Published Articles (Business School)

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