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Consumer Complaints Management in the Digital Era
Abstract
The aim of this research is to provide theoretical insights into effectively managing complaints made by businesses and brands on digital platforms. In this context, the authors first explain the consumer complaint process in the digital environment. Following that, they provide guidance on how businesses should handle these complaints. Managing complaints is crucial for fostering satisfied and loyal consumers. To this end, the authors provide a detailed breakdown of each step in the complaint resolution process, including deciding on a complaint resolution strategy, collecting complaints, reviewing complaints, resolving complaints, acquiring customers, and conducting a comprehensive analysis of complaints. Briefly, they outline the procedures that businesses should establish for complaint resolution, how they should go about resolving complaints, and how to analyze complaints using cause-and-effect relationships. The research will also feature practical examples from digital platforms, and the authors examine the findings of relevant studies on this topic.
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