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|Title: ||Revealing the expectations and preferences of complaining customers by combining the laddering interviewing technique with the Kano model of customer satisfaction|
|Authors: ||Gruber, Thorsten|
Reppel, Alexander E.
|Keywords: ||Complaint satisfaction|
|Issue Date: ||2008|
|Publisher: ||© Emerald Group Publishing Limited|
|Citation: ||GRUBER, T. ... et al, 2008. Revealing the expectations and preferences of complaining customers by combining the laddering interviewing technique with the Kano model of customer satisfaction. Qualitative Market Research: An International Journal, 11 (4), pp.400-413.|
|Abstract: ||Purpose – This paper focuses on complaint satisfaction with a particular emphasis on the
qualities and behaviours that affect customers during personal complaint handling encounters.
Following a literature review of complaint satisfaction and the role of customer contact
employees in complaint encounters, an exploratory study using both the laddering
interviewing technique and Kano questionnaires is presented.
Design/Methodology/Approach – A semi-standardized qualitative technique called
laddering was combined with the Kano Model of Satisfaction. In total, 40 laddering in-depth
interviews were conducted with mature students in a business management course. Following
the laddering interviews, 35 Kano questionnaires were handed out to students in another
business management course who also had complaining experience.
Findings – The laddering results indicate that being taken seriously in the complaint
encounter and the employee’s friendliness, listening skills and competence are particularly
important. The fact that interpersonal factors are highly regarded indicates that customers
want to satisfy these process needs first and their outcome expectations second. The Kano
results show that employees’ active listening skills are the only must-be requirements while
the two concepts “Apology” and “Respectful Treatment” are close to being must-be criteria.
In addition, the employee’s feedback after the complaint handling encounter can almost be
categorized as an excitement factor.
Limitations/Originality/Value – By combing two research methods, the aim of this paper
has been to develop an area of research that could reap considerable benefits for researchers
interested in the area of customer complaint satisfaction. Due to the exploratory nature of the
study and the scope and size of the chosen sample, the results outlined are tentative in nature.|
|Version: ||Accepted for publication|
|Publisher Link: ||http://dx.doi.org/10.1108/13522750810901501|
|Appears in Collections:||Published Articles (Business School)|
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