Skip to main content
SpringerLink
Log in

A methodology to map customer complaints and measure customer satisfaction and loyalty

  • Special Issue Paper
  • Published:
Service Oriented Computing and Applications Aims and scope Submit manuscript

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–Sugeno-type approach, we defined fuzzy rules, by means of which we ascertain the relationship between customer satisfaction and the main relevant variables.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1
Fig. 2
Fig. 3
Fig. 4
Fig. 5
Fig. 6
Fig. 7
Fig. 8
Fig. 9
Fig. 10
Fig. 11
Fig. 12
Fig. 13
Fig. 14
Fig. 15

Similar content being viewed by others

References

  1. Faed A, Wu C, Chang E (2010) Intelligent CRM on the cloud. In: 13th international conference on network-based information systems (NBiS), 14–16 Sept 2010, pp 216–223

  2. Karatepe OM (2006) Customer complaints and organizational responses: the effects of complainants’ perceptions of justice on satisfaction and loyalty. Int J Hosp Manag 25:69–90

    Article  Google Scholar 

  3. Faed A (2010) Handling e-complaints in customer complaint management system using FMEA as a qualitative system. In: 6th international conference on advanced information management and service (IMS), pp 205–209

  4. Faed A (2010) A conceptual model for interactivity, complaint and expectation for CRM. In: International conference on computer information systems and industrial management applications (CISIM), pp 314–318

  5. A. b. Association (2012) Negotiating business acquisition

  6. SBA.GOV (2012) Starting and managing a business

  7. Henson G (2012) Businesscoach.com. Available: http://www.businesscoach.com

  8. SBA (2012) Ask SCORE to business advice. Available: http://scoremichigansgreatsouthwest.org/high_cost_of_losing_a_customer.html

  9. Guru B (2012) customer retention. Available: http://www.1000ventures.com/business_guide/crosscuttings/customer_retention.html

  10. workitect (2012) SvcQualityPayoffs. Available: http://www.workitect.com/pdf/SvcQualityPayoffs.pdf

  11. Mathes M, Stoidner C, Schwarzkopf R, Heinzl S, Dörnemann T, Dohmann H, Freisleben B (2009) Time-constrained services: a framework for using real-time web services in industrial automation. Serv Oriented Comput Appl 3:239–262

    Article  Google Scholar 

  12. Redding G, Dumas M, ter Hofstede AHM, Iordachescu A (2010) A flexible, object-centric approach for business process modelling. Serv Oriented Comput Appl 4:191–201

    Article  Google Scholar 

  13. Stauss B, Seidel W (2010) Complaint management. Wiley Online Library, London

    Google Scholar 

  14. Cho Y, Im I, Hiltz R, Fjermestad J (2001) Causes and outcomes of online customer complaining behavior: implications for customer relationship management (CRM). AMCIS proceedings. Paper 175

  15. Ndubisi NO, Ling TY (2006) Complaint behaviour of Malaysian consumers. Manag Res News 29:65–76

    Article  Google Scholar 

  16. Vos JFJ, Huitema GB, de Lange-Ros E (2008) How organisations can learn from complaints. TQM J 20:8

    Article  Google Scholar 

  17. Chen P-T, Hu H-H (2010) The effect of relational benefits on perceived value in relation to customer loyalty: an empirical study in the Australian coffee outlets industry. Int J Hosp Manag 29:405–412

    Article  Google Scholar 

  18. Hua HH, Kandampullyb J (2009) Relationships and impacts of service quality, perceived value, customer satisfaction, and image: an empirical study. Service Ind J 29(2):111–125

    Article  Google Scholar 

  19. Bayraktar E, Tatoglu E, Turkyilmaz A, Delen D, Zaim S (2012) Measuring the efficiency of customer satisfaction and loyalty for mobile phone brands with DEA. Expert Syst Appl 39(1):99–106

    Google Scholar 

  20. Faed A (2011) Maximizing productivity using CRM within the context of M-commerce. Int J Inf Process Manag 2(1):1–9

    Google Scholar 

  21. Becker JU, Greve G, Albers S (2009) The impact of technological and organizational implementation of CRM on customer acquisition, maintenance, and retention. Int J Res Mark 26:207–215

    Article  Google Scholar 

  22. Gee R, Coates G, Nicholson M (2008) Understanding and profitably managing customer loyalty. Mark Intell Plan 26:359–374

    Article  Google Scholar 

  23. Avlonitis GJ, Panagopoulos NG (2005) Antecedents and consequences of CRM technology acceptance in the sales force. Ind Mark Manag 34:355–368

    Article  Google Scholar 

  24. Gommans M, k KS, Scheffold KB (2001) From brand loyalty to e-loyalty: a conceptual framework. J Econ Soc Res 3:43–58

    Google Scholar 

  25. Kumar V, Shah D (2004) Building and sustaining profitable customer loyalty for the 21st century. J Retail 80:317–329

    Article  Google Scholar 

  26. Anderson RE, Srinivasan SS (2003) E-satisfaction and E-loyalty: a contingency framework. Psychol Mark 20:123–138

    Article  Google Scholar 

  27. Thomas JS (2001) A methodology for linking customer acquisition to customer retention. J Mark Res 38:262–268

    Google Scholar 

  28. Verhoef PC, Donkers B (2005) The effect of acquisition channels on customer loyalty and cross-buying. J Interacti Mark 19:31–43

    Article  Google Scholar 

  29. Tsang NKF, Hsu CHC (2011) Thirty years of research on tourism and hospitality management in China: a review and analysis of journal publications. Int J Hosp Manag 30:886–896

    Article  Google Scholar 

  30. Chen C-K, Shie A-J, Yu C-H (2012) A customer-oriented organisational diagnostic model based on data mining of customer-complaint databases. Expert Syst Appl 39:786–792

    Article  Google Scholar 

  31. Pyon CU, Woo JY, Park SC (2011) Service improvement by business process management using customer complaints in financial service industry. Expert Syst Appl 38:3267–3279

    Article  Google Scholar 

  32. Ro H, Wong J (2012) Customer opportunistic complaints management: a critical incident approach. Int J Hosp Manag 31:419–427

    Article  Google Scholar 

  33. Lindgreen A, Palmer R, Vanhamme J, Wouters J (2006) A relationship-management assessment tool: questioning, identifying, and prioritizing critical aspects of customer relationships. Ind Mark Manag 35:57–71

    Article  Google Scholar 

  34. Galitsky BA, González MP, Chesñevar CI (2009) A novel approach for classifying customer complaints through graphs similarities in argumentative dialogues. Decis Support Syst 46:717–729

    Article  Google Scholar 

  35. Park Y, Lee S (2011) How to design and utilize online customer center to support new product concept generation. Expert Syst Appl 38:10638–10647

    Article  Google Scholar 

  36. Wu I-L (2013) The antecedents of customer satisfaction and its link to complaint intentions in online shopping: an integration of justice, technology, and trust. Int J Inf Manag 33(1):166–176

    Google Scholar 

  37. Sitko-Lutek A, Chuancharoen S, Sukpitikul A, Phusavat K (2010) Applying social network analysis on customer complaint handling. Ind Manag Data Syst 110:1402–1419

    Article  Google Scholar 

  38. Vos J, Huitema G, de Lange-Ros E (2008) How organisations can learn from complaints. TQM J 20:8–17

    Article  Google Scholar 

  39. Namkung Y, Jang S, Choi SK (2011) Customer complaints in restaurants: do they differ by service stages and loyalty levels? Int J Hosp Manag 30:495–502

    Article  Google Scholar 

  40. M Tools (2013) Linear programming

  41. Ahrens J (1997) Using linear programming to solve systems of equations and inequalities. Available: http://www.pstcc.edu/facstaff/jahrens/math1630/linear_programming.pdf

  42. Mithas S, Krishnan MS, Fornell C (2005) Why do customer relationship management applications affect customer satisfaction? J Mark 69:201–209

    Google Scholar 

  43. Statsoft (2012) Text mining (big data, unstructured data). Available: http://www.statsoft.com/textbook/text-mining/

  44. P. o. B. P. Ltd. (2012) STEVEDORE. Available: http://www.portcareers.com.au/careers/stevedore/

  45. Li JA, Liu K, Leung SCH, Lai KK (2004) Empty container management in a port with long-run average criterion. Math Comput Model 40:85–100

    Article  MATH  MathSciNet  Google Scholar 

  46. Eder J, Panagos E, Pozewaunig H, Rabinovich M (1999) Time management in workflow systems. BIS 99:265–280

    Google Scholar 

  47. Cooper WW, Seiford LM, Zhu J (2011) Data envelopment analysis: history, models, and interpretations. Handbook on data envelopment analysis, pp 1–39

  48. Wöber KW (2007) Data envelopment analysis. J Travel Tour Mark 21:91–108

    Google Scholar 

  49. Mamdani EH, Assilian S (1975) An experiment in linguistic synthesis with a fuzzy logic controller. Int J Man–Mach Stud 7:1–13

    Google Scholar 

  50. Tsukamoto Y (1979) An approach to fuzzy reasoning method. In: Gupta MM, Ragade RK, Yager RR (eds) Advances in fuzzy set theory and application. Holland, Amsterdam

  51. Takagi T, Sugeno M (1985) Fuzzy identification of system and its applications to modelling and control. IEEE Trans Syst Man Cyber 1:5

    Google Scholar 

  52. Jang JSR (1993) ANFIS: adaptive-network-based fuzzy inference system. Syst Man Cybern IEEE Trans 23:665–685

    Google Scholar 

  53. Yager R, Filev D (1994) Generation of fuzzy rules by mountain clustering. J Intell Fuzzy Syst 2(3):209–219

    Google Scholar 

  54. Kwong CK, Wong TC, Chan KY (2009) A methodology of generating customer satisfaction models for new product development using a neuro-fuzzy approach. Expert Syst Appl 36:11262–11270

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. School of Information System, Curtin University, Perth, Australia

    Alireza Faed, Omar K. Hussain & Elizabeth Chang

Authors
  1. Alireza Faed
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Omar K. Hussain
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Elizabeth Chang
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Alireza Faed.

Appendix

Appendix

See Table 6.

Table 6 Value finding table using DEA “MI (most important customers), I (important customers)”
Full size table

Rights and permissions

Reprints and permissions

About this article

Cite this article

Faed, A., Hussain, O.K. & Chang, E. A methodology to map customer complaints and measure customer satisfaction and loyalty. SOCA 8, 33–53 (2014). https://doi.org/10.1007/s11761-013-0142-6

Download citation

  • Received:

  • Revised:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s11761-013-0142-6

Keywords

Search

Navigation