ACADEMIE ROYALE DES SCIENCES D OUTRE-MER BULLETIN DES SEANCES Vol. 4 No. 2 May 2015 pp. 237-244
ISSN: 0001-4176
Corresponding Author: Foad Kouhzadi
Study of relation of complaint management and customers’ knowledge management
Yousef Mohammadkarimi, Foad Kouhzadi, Mehdi Allah Dadi
Department of Management, Payame Noor University (PNU), P.O.BOX 19395-3697 Tehran, IRAN Abstract: Complaint can be recognized as a foreign knowledge sourcing companies and it can be used when company try to recover service processor make a change in culture and structure. Service recovery deficiency causes competition between company and customer interests, to deal with it you should first accept it, and then new ways are used to achieve consistency and organize disorders in interests which may there is between organization action and customer needs. This paper studies complaint management and its effect in customers’ knowledge managing to increase company ability in a general strategy performing for service recovery.
Key words:Complaint managementCustomers’ knowledge managementManagement of service quality INTRODUCTION
Knowledge-based theories in recovering services has considered action companies difference which lead to better comprehension of company success and failure and success reason of customer complaint management .service recovery is an action which defined about company success or failure. In knowledge- based theories is supposed that action difference is necessary in active conditions also, reuse of failed services is considered as a stimulus force for action and strategic changing. It is in agreement with both internal and external process increase of trade companies and new learning meaning in relation to form and use of knowledge about market and other kind of knowledge[2].Internal knowledge is important in recognizing company services recovery by emphasising to complaints collecting without analysing them and existence of external knowledge sources ,specially complaint sources isn’t easy for finding new knowledge in companies [7] So , complaint can be recognised as an external knowledge source in companies and it can be used when a company try to increase new changes in structure and culture in relation to services improvement process [11].
LITERATURE REVIEW
Customer complaint management: Available studies in this field show significant actions haven’t been done despite effect of marketing concentration and customer-base service recovery [3]. Customer complaint
management is an important task in organization that design control and implement of customer complaint analyse done during it [10]. Therefore, based on these studies which have done by Robert and Sandy (2002) , some of quality features of management process and manage of customer complaints include having clear methods , quick answering, unvarying answers , unvarying methods in facing to complaints , easy access to complaint process, complaint knowing, employee knowledge about complaint, precise attention to complaint , employee ability to solve complaints, nonstop employee’s working after ending complaint, use of engineer data about complaint, try to recognize and reduce complaint reason instead of reduce of complaint size[10].
Bowen and Jason in their studies about complaint in addition introduction services improvement they consider it as an organization effort to employee familiarity with complaints and inspire them in facing to complaints and also it includes activities like, training, informing, using information technology and reinforcing organization culture .saying this point is important that some researchers called customer management as a way of facing to customer complaints and learning it [11]. It is necessary to say that employee defines complaint as a feedback and complaint source that cause they have stress which influence their confidence ([15].
Complaint management as a part of service improvement management: Complaint management demonstration is considered as an effective component
in communication management with customer that consider foreign customer frequently, but it doesn’t mean demonstration is only showing of complaint management but complaint analysing is an important starting point in order to improve quality .so , complaint management is an important starting point in order to improve quality[3].
Above discussions show that complaint management is inaccurate component that there is in all recent quality management theories. All kind management are following ones:
A: Complaint management in 9001 ISO framework: 9001 ISO is formed based on customer views and it regard progress, complete and better improvement of quality management system and in this field one of the most important goal is enhance of customer satisfaction by meeting customer needs. also, this subject begin about customer needs and manage toward result complete and customer should evaluate production as price result process and finally customer satisfaction level information should be recognized, analysed and used in order to improve customer complaint. Customer complaint can be considered as a knowledge centre of customer needs and evaluation centre of customer satisfaction .and also by considering customer needs, having knowledge about customer expectation is necessary in relation to production and services change and view expressing as resulted suggestion about complaint in production process[14]. In production and services evaluation, complaint is unfulfilled customer expectation and it includes real definition of problems and gives suggestion for solving that almost are important keys to regulate of possibility improvement. There is an emphasis on customer and customer complaint management in most ISO indices in a way that use of complaint information has an important place in quality management system , and also complaint analyse and complaint receive is required . for example , in 2.3 and 7 chapters 9001 ISO is listed as ‘customer feedback include complaints’ specially in relation to customer and in 2, 4 and 8 chapters ‘improvement action’ there is an emphasis on clear methods to define unfulfilled needs[10] .
B: Complaint management in framework of national quality programs, Malkum Baldrich: Before 9001 ISO, national quality, Malkum Baldrich has emphasised on quality management meaning for customers as a progressive quality, so important goals of TQM (quality management) include fulfilling customer expectations that customer satisfaction has become better quality result which cause group competitions [14].
Complaint management is important in Baldrich model and complaints are in value centre and it is a part of react to customers and complaint is a claim which organizational success is improvement of defaults and
faults and finally customer keeping depends on customer communication. studying customer complaint has an important role in planning management strategy, knowledge analyse and management process, trade results, pay attention to customer, and market .in one part of strategic plan it is important that main plans should be based on information about customer and market needs .so, complaint analyse is a form of customer feedback which needs to knowledge management and analyse [10]. We can show how appropriate customer knowledge lead to organizational knowledge. It includes information knowledge of complaint as a main method of knowledge management of customer-based organization and it needs key process and a support based on customer needs.
Pay attention to customer results is considered as a trade results subdivision and organization should support customer satisfaction level information , dissatisfaction and customer complaint and also complaints are so important in introducing norms explanation ‘customer and market concentration’, and organization ask themselves these questions ; what components complaint management are? How you know that complaints are effective and appropriate? How this information is collected, analysed and are applied in order to use and improve of your organization?
Complaint management is associated with Baldrich model and it can have a positive effect through communication with customer and reach to ‘financial and market results’ .problem accept and remove by employees lead to human source results.
Action analyse related to knowledge –based complaint management: In this section suggested structure in relation to subject of knowledge-based complaint management is divided to following three parts;
1.complaint management: study of information within customer complaint field show that complaint management includes five-steps process like complaint accept, analyse , complaint selection and classification , formulate of given answers to customers , finding customer information and way of analysing .In following table, bank efficiency and deficiency has shown in related to customer complaint management .2.knowledge component in complaint management process:
Showing knowledge power which includes bilateral feedback act, that one of them is external feedback and other one is complaint internal feedback. Information process is divided into size, ability, assistance, and combination within a growing framework. Size indicates to customer complaint collection through communication ways and study of complaint contents and their classification, save, and record to use of this
document information. Ability indicates to data base power to support information needs within complaint management field. Assistance indicates to direct assistance of performing manager and complaint manager and includes network assistance among team members of service recovery [1]. Combination component indicates to promote of work place, and knowledge exchange among team members .among these components service recovery has role of making communication among others unites.
3.knowledgeexchange within complaint management process; to know about unifying process of knowledge management within complaint management process a frame is required to evaluate and recognize of organizational attempt reliability .According to Nonaka emphasis (1998) knowledge society is an important substructure that it can be obtained through available knowledge exchange and create a new knowledge [13]. As following model shows , among various parties requests balance is required to develop and management process analyse is done , based on this model organizations should use four steps process of knowledge in order to effective implement of service recovery. These steps are socialization, externalization, internalization, and combination that they are combined with a set of cultural values and behaviours which support complaint management and organizations use them [11]. Nunaka and Kuro have shown customer complaint in form of a following chart:
Complaint management process includes a bilateral way of feedback. One of them is external feedback of complaint against organization and other one is internal feedback or intra organizational feedback [13].
Knowledge process classification in a congruous way to customer complaint management let us emphasis to this important point that customer complaint management can be studied as a way of identifying and recognizing of customer knowledge problems. It is a process which can be used to complaint receive (complaint reason, complaint accept), exchange (complaint process and react to complaint), analysis (complaint control) and use of complaint and we can used it as information to make decision [8]. Here we study complaint management steps;
1. Complaint acceptance: about complaint reason, unsatisfied customers should encourage expressing their problems to company .there are three tasks in this field: the first one is making decision about complaint channel, it means these questions should be answered either orally, written, electronically or by going to organizational unit. The second one is active communication among complaint channel should be in a way that customers have a lot of reactions against complaint until they choose the best one. The third one is existence of organizational units where accept
complaints. Generally complaint acceptance step includes regulate of complaints and complaint information writing. When a complaint is done by phone call or a person, customers experience important aspect of company reaction to their concern in first calls to company. Written complaint is the first phone call to complainant in form of intermediate or absolute answers. Way of customer thinking about company reaction has an important role in increasing or decreasing their dissatisfactions. That’s why how complaint acceptance is organized either in a way that responsibilities are clear or employees is ready to solve these complaints [9].
A useful plan of classifying is required to write systematic complaint information. By considering document form, companies may use standard forms or forms with blank spaces in complaint management software programs.
Most of companies are believe in Ice Mountain in relation to complaints but there is a difference and it is there is no trend or interest to design and implement of substructure in organization [14].
2. Complaint transfer: maybe customers themselves process complaint, for example maybe asked them to find an opinion card or write it on a special page on internet that’s related to complaint. What is important in complaint process is systematic design of complaint examine. The first step is recognizing and modeling different kinds of complaint process ways. Then it should be clear that who is responsible for. Providing immediate process and also secondary steps for different processes within complaint management process is required .one system of reminders and moderators should be developed based on immediate process which helps their bilateral control. Rules and forms should be clear about internal communication where they are involved in complaint process [17]. Finally, all process steps should be clear that they are includes where they occur and deadlines which should be recorded according to occur time about each personal complaint in complaint history.
Definition of basic policies and behavior rules are so important within complain section, as basic goals of achieving to a quite situation and finding satisfying way remain unvarying. Existence of difference among way of expressing complaint is required within rules and policies definition. Secondary key role in complaint reaction is making decision about suggested solution to customer [16]. These solutions are mundane solution (discount, give back money, repayment) tangible solution (exchange, repair, other goods, reward) intangible solution (apology, information).
What is important is available data about complainants, their dependence on special customer group, and economical value of customer to company. Complaint
reaction includes decisions about time scope and limit of communication that it occurs after complaint presentation. One of things should be recognized is kind of reward (for example, form register, and moderate answers) and way of giving it (orally, calling, or written) [14].
2.complaint analyze ;complaints include special indices of organizational deficiency in designing, services and products production and marketing and evidence which includes changing of customer priority or market chances. That’s why available information in complaints should be analyzed quantitatively and qualifiedly. Emphasis on quantity analyze includes rate control, size of complaints and problems classification by customer. A systematic and scientific analyze is required in qualified analyze and base on this matter that which suggestions are useful by different kinds of planning methods for recovery is so important. Effective management of service improvement is a goal to collect weak point of company service process [12]. Analyzing of complaint reasons and try to recognize cause of customer dissatisfaction avoid government disability to achieve known goals.
4. Complaint management: Responsibilities parts which are classified in complaint management include three secondary parts: evidence control, task control, and cost control. Main attention of evidence control explains what complaint management is and when company customers can say their dissatisfactions against management in form of complaint [14].
Task control: is related to supervision on way of doing successful complaint management tasks. Qualified standards should be selected based on all secondary tasks and these standards always should be reviewed again and again.
Objective standards determined only some qualified standard (for example, like time to be sure about speed process of complaint).in others examples, solution is use of satisfaction values as standards and their changes regard studies about complaint satisfaction besides, effective standards and ineffective standards which clarify efficiency of proper task should be determined .relative qualified and quantitative standards of company should be provided [4].
Cost control function: is estimate of cost effect and complaint management profit of special system. In cost control part, costs of complaint accept step, process, reaction and indirect complaint management reaction should be evaluated. Profit control makes quantify different dimensions of complaint management. Economic efficiency and financial pay back arise from complaint management should be available to different home groups [6].
This step includes all customer complaint management actions that it is known by customer during customer
management and has an effective role on customer satisfaction against organization [14].
5) Using complaint information to company decision: in order to use of complaint data to recovery, company needs enough knowledge about subject and problems. So, complaint reports and learning about its related points need information deliver to all parts of company. A good complaint management indicates customer interests during strategic planning [10]. Service providers should consider system problems and their try to solve them within mechanisms related to service system [11].
Direct and indirect tasks of complaint management indicate two other important dimensions of complaint management; first one is , its strategic role in communication management to customer , the second one is good task performance is related to organizational and human source and information technology bodies [14].
Study of present problem in literature part of complaint management ;in this part we will study complaint meaning based on knowledge – based theories and a concept which is called’ effective knowledge of recovery’. This concept can be defined as organization ability in effective complaint management and its change to solve probable problems within service supply and assurance about that any unpleasant events will not occur in future. Therefore, we can show relation between customer complaint and customer knowledge management in following form [5].
RESEARCH METHOD
As the aim of this research is determine of relation between customer complaint management and customer knowledge management in state banks of Kurdistan city and as its results can be used in this society, it is an application one. Also it is a descriptive one based on collecting data and based on research method is a correlation one, as it tests and clears structural equation models of simultaneous relation among variables it studies Kurdistan state banks during 1392.
Studying statistical population in this research is 326 staffs of state banks of Kurdistan city which include: national bank, Housing bank, Meher Iran loan bank, Export development bank, Industry and mine bank. 176 were selected as sample by using Cochran formula. Questionnaire was distribute among 176 persons than among them 170 gave completed questionnaire and 6 persons did not answer because of different reasons like excessive delay and finally 170 questionnaire an analysis.
Used tools in this research were Likert range of five which it divides them into groups. First part is customer complaint management questions that Estios and Sidal
questionnaire are used which include 35 questions. And
in second part technical questions about customer knowledge management is used which include 15questions (Table 1).
Table 1: Customer complaint management questions
Complaint receive Complaint management
How much the staffs want their unsatisfied customers to express their complaint?
How much they can express their complaints?
How much communication channels are there in banks to complain? How much financial resources are there to design communication
channels to complain?
How much complaint reception ways are defined? How much received complaints transfer to authorities? How much standard forms have been provided to complaints? How much customer information like suggestion and criticism is
recorded in banks? Complaint transfer:
How much clear process has been defined to process of complaint in banks?
How much complaint processing responsibility has been determined by special persons in banks?
How much determined intervals has been defined to information process?
How much automatic complaint transfer to authorities has been defined in organization in absence of attention and delay of complaint process? How much clear instructions have been provided to complaint answer as
an oral tool?
How much provided answers to customer complaint is in accord to personal situations?
How much appropriate tool has been provided by company to accept of complaint reception?
How much problem solutions are designed according to received complaints?
Complaints analysis:
How much complaint volume analyses regularly by considering quantitative standards?
How much different analyses have been defined with respect to customer groups?
How much determined times have been defined to data analyses? How much important customer complaints will analyses? How much banks have been provided appropriate situations to
analyses unsatisfied customers who haven’t complained? How much appropriate situation has been provided to survey
satisfaction of complaint?
How much quality and efficiency standards are there to conduct management tasks?
How much complaint management costs have been defined in system?
How much complaint advantages and obtained profits from complaints have measured?
How much provided information about complaints has defined clearly?
How much they consider complaint details and contents? How much banks have provided special programs to report
special problems?
How much banks have provided access permission to detailed complaint information to staff?
Complaint exploitation:
How much collected information improve situation systematically?
How much special tool has provided to use complaint information?
How much complaint information can be used to prevent overcoming to quality improvement?
How much we can consider complainant customers as potential of organization?
How much complaints can be considered as dependent part of knowledge management?
Questionnaire validity has been studied based on obtained indices of reliable articles. On the other hand, in addition review of conducted literature, an information exchange to experts and experienced staffs is done and in this study their opinions and guidance have been used, so a questionnaire was prepared. To study of getting an appropriate validity questionnaires and reduction of available risks in questionnaire results deviance were used. Pilot study is done by a pre-test which include 15 bank experts and 5 university professor.
Questionnaire stability is calculated by Cronbach alpha formula and finally 0/0841 obtained for questionnaire of customer complaints management and 0/0928 obtained for questionnaire of knowledge management. Solat researches in a research whose name was study of customer complaints management with customer experience management of private banks, Alahdadi et.al. in a research whose name was study of effect of
customer complaint management with management of government services in Kurdistan province state banks have used questionnaire of customer complaint management that they obtained 0/0892 and 0/0895 through Cronbach alpha coefficient respectively and it increases assurance of related calculation accuracy to stability of present questions.
DATA ANALYSIS
Descriptive statistics tools and analysis statistics especially liner Pearson and regression correlation coefficient has been used to data analysis, answer to questions and research theories in SPSS18 software. Descriptive statistics: Based on obtained data in research questionnaire, situation of persons who answered to the questions is in form of table3. According to these data 84 percent of respondents are men and 51/2 percent is related to age range of 25-35,
54/1 percent have bachelor degree, 23/5 percent has 6-10 year work experience and 72/9 percent are branch employee.
Analysis statistics: Theory study based on Pearson correlation coefficient and regression analysis:
Now we will study considered theories in this research in following analysis. In this chapter, Pearson coefficient test has been used to study of available relation among research hypotheses.
According to obtained results from this software, hypotheses can be studied like below:
The main hypothesis: according to meaningful index<0/05, zero hypothesis rejected and 1 hypothesis accepted that it means there is a meaningful and positive relation between customer complaint management and customer knowledge management. Beta coefficient shows that increase or decrease of customer complaint management cause increase or decrease customer knowledge management to the 0/719.
First sub-hypothesis: According to meaningful index<0/05, zero hypothesis rejected and 1 hypothesis accepted that it means there is a meaningful and positive relation between received customer complaints. Beta coefficient shows that increase or decrease of received customer complaints cause 0/508 increase or decrease of customer knowledge management.
Second sub-hypothesis: according to meaningful index<0/05, zero hypothesis rejected and 1 hypothesis accepted. Beta coefficient shows that there is a meaningful and positive relation between customer complaint analysis and customer knowledge management .Beta coefficient shows that increase or decrease of customer complaint analysis cause increase or decrease to the 0/614.
Third sub-hypothesis: According to meaningful index<5, zero hypothesis rejected and 1hypothesis accepted that it means there is a relation between customer complaint analysis and customer knowledge management. Beta coefficient shows that increase or decrease of customer complaints cause increase or decrease of customer knowledge management to the 0/609.
Fifth sub-hypothesis: according to meaningful index<5, zero hypothesis rejected and 1 hypothesis accepted that it means there is a meaningful and positive relation between use of customer complaints and customer knowledge management. Beta coefficient shows that increase and decrease of customer complaint use cause increase or decrease of customer knowledge management to the 0/719.
HYPOTHESIS CONCLUSION
First hypothesis: There is a meaningful and positive relation between customer complaint management and customer knowledge management.
If there is a relation between customer complaint management and customer knowledge management is that complaint management process is similar to customer knowledge process. Knowledge about customer can be done by receiving and transferring customer complaint and we can know customer by analyzing of their complaints .also, complaint management and exploitation in deciding to improvement of provided services because the customers get knowledge. This research is similar to Mami and Triki researches called "effective knowledge for improvement", Nonka and Konko researches called" knowledge transfer and its role in managing customer complaints" and Gilbert and his colleagues called "relation between knowledge and complaint management in provided services".
First sub-hypothesis: There is a meaningful relation between customer complaints and customer knowledge management.
If there is a relation between customer complaints and complaint motivations is that if service qualities are in high levels, complain motivations can increase complaints or increase getting result from complaining simply. By receiving complaints, customer knowledge and information about complaint customer and customer requirement, interests, and preferences will obtain.
Second sub-hypothesis: there is a meaningful and positive relation between customer complaints and customer knowledge management.
If there is a relation between customer complaint transfer and customer knowledge management is that when service qualities are in high levels, documentation and organization about complaints will conduct that finally lead to knowledge acquire and definition. Also, there is a situation that direct confronting to complaint customers lead to a big challenge in person or by telephone such that complaint customers behave emotionally, angrily and hyperbolic with blame to staff. In this situation, controlling of person emotion and having encouraging influence and create an effective situation is hard.in this situation a useful information and knowledge about customers is obtained.
Third sub-hypothesis: There is a meaningful and positive relation between customer complaint analysis and customer knowledge management.
If there is a relation between customer complaint analysis and customer knowledge management is that complaint analysis causes improving the services by collecting customer weak point and find the main reasons of customer dissatisfaction about organization
defeat which prevent achieving these goals and it leads to getting information about customer.
Forth sub-hypothesis: There is a meaningful and positive relation between customer complaint management and customer knowledge management. If there is a relation between customer complaint management and customer knowledge management is that cost and profit estimate of complaint management which is under control of costs, costs which obtain by complaint receiving and transferring and complaint management process should be calculated. Controlling profit calculate profit which comes from bank information, approach, rebuying, and relation advantage. Rich held and Saser researches have shown that companies can increase their profits to 0/100 when they can prevent decreasing of present customer. Customer relation in banks show when 0/058 of customers are "completely' or ' very satisfied', they encourage their friends to use bank services and in the other hand, 0/025 customer will do that. Also, 0/023 of customers recommend these services to their friends and 0/029 customers will do that. It is clear that this work depends on customer satisfaction and it can be increased by considering company effective goals. Finally rebuying and reducing of attraction profit lead to the largest income and trade progress. So, complaint management lead to get information about bank productions and services related to bank public information and market.
Fifth sub-hypothesis: There is a meaningful and positive relation between exploitation of customer complaints and customer knowledge management. If there is a relation between exploitation of customer complaints and customer knowledge management is that use of complaint information are effective in improving quality and bank quality cycle and can lead to customer experience management.
CONCLUSIONS
As there is a meaningful and positive relation between customer complaint management and customer knowledge management, it is suggested that bank agree on classifying checking processes based on emergency response division between repetitive and stable processes to answer to complaints. Also, banks should make behavior rules to deal with the complaints. Banks try to control amount of complaints and prioritize perceived problem of customers. Also, banks can try to analysis complaints systematically and scientifically by using different designing tools to improve of the situation.
If there is a meaningful and positive relation between customer complaint exploitation and customer knowledge management, it is suggested that banks
provide obtained reports about complaint analysis and control during special times for different groups to study. Also, banks should pay money to register of complaint process in knowledge management software. So it is suggested that banks use oral, written, telephone, and electronicten, calling, and electronical ز e oral, w ritten, calling, and electronical ansfer and
customer knowledge,banks should pay mone c complaints and a person who receive complaints and get necessary information and knowledge from customers.
Many researches in a research whose name was study of customer complaints management with customer experience management of private banks , Allahdadi and his colleagues in a research whose name was study of effect of customer complaint management with management of government services in Kurdistan province state banks have used questionnaire of customer complaint management that they obtained 0/0892 and 0/0895 through Cronbach alpha coefficient respectively and it increases assurance of related calculation accuracy to stability of present questions.
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