A methodology to map customer complaints and measu

Authors: Alireza Faed Omar K Hussain Elizabeth Chang

Publish Date: 2013/10/10

Volume: 8, Issue: 1, Pages: 33-53

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Abstract

In this study an analysis was conducted for the relationships between the main components of customer relationship management CRM and customer complaints in the domain of logistics and transport Today complaints and the handling of complaints play a pivotal role in customer relationships Moreover companies are reluctant to admit that they have difficulties with customers’ complaints but as yet there appears to be no complete solution to this issue To remedy this situation customer complaints must be comprehensively collected and analysed Issues must be classified and timely solutions must be developed In this paper a conceptual framework is proposed including mathematical models hypothesised relationships perceived value and interactivity between customer business and the system as well as customer satisfaction analytics The framework will address the relationship between customer satisfaction issues loyalty and customer acquisition and estimate customer satisfaction and loyalty For the purpose of analysis this study uses both qualitative and quantitative approaches For data collection a survey questionnaire was distributed to 60 Fremantle Port logistics and transport customers For the quantitative approach linear and nonlinear modelling is adopted Using the model we are able to address the shortcomings of CRM technology and tackle the issues of loyalty improvement and customer acquisition Finally based on nonlinear modelling and using a fuzzy inference system namely the Takagi–Sugenotype approach we defined fuzzy rules by means of which we ascertain the relationship between customer satisfaction and the main relevant variables

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