The Relationship's Research of Handling of Customer Complaint and
Customer Satisfaction in SFS Company
ABSTRACT
With the buyer's market more matures, customer is beginning to enjoy unprecedented
frenetic entertainment, and they have the power of choosing and comparing products freely.
At the same time, they become more rational when they face to the enterprises. Therefore,
customer does not have reason to always keep faithfulness to the products or services
provided by the special enterprise. Some enterprises invest a lot of money to retain these old
customers and develop new customers. Therefore, who hold many loving customer and
increase customer's loyalty, which will get success in the competitive market. And get loyal
customers,is to make them satisfactory, which is known for their truth. But it is impossible to
make all customers' satisfaction. There are always various reasons to cause customer
dissatisfaction. According to the theory of exit and voice provided by Hirschman. Customer
expresses their dissatisfaction through two actions,one is exit, and the other is compliant.
The mean of exit is stop to buy products from the enterpriser, but the mean of complaint is
one express of venting of customer. From the essence of these two actions to see the “Exit” is
a kind of getting rid of from the nasty things,but “Voice” is an effort of customer, hoping to
enable enterprises to change the mode of operation and the quality of products and service,
thereby get satisfaction again from them. So the enterprisers should be firmly griping this
second opportunity to win the satisfaction of customer again. So it is import for all
enterprisers to pay more attention to handle customer complaint to win the reliance of
customer.
Many of this study in foreign countries, but domestic research is relatively small, and
most of the service industry research. Therefore, based on the previous studies and through
the theoretical literature summary, at the same times according to SFS complaint the status of
handling customer complaints to make the assumption of this paper, that is, customer
complaint handling determines the level of customer satisfaction. And the questionnaire was
used to investigate the customers of SFS to collect some data to demonstrate. The correlation
analysis method was used to discuss handling customer complaints and customer satisfaction
relationship. Through empirical research on the one hand can get a lot of first-hand
information, to master the current companies deal with the level of customer complaints, on
the other hand to identify the customer complaints, the treatment effect on customer
satisfaction in different ways. This is when companies deal with customer complaints has
important theoretical and practical significance.
Keywords: Customer Complaint Customer Satisfaction; Customer Complaint Handling;
Correction analysis
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