Managing customer dissatisfaction through effective complaints management systems

Mohamed Zairi (Mohamed Zairi is SABIC Chair in Best Practice Management, University of Bradford Management Centre, Bradford, UK.)

The TQM Magazine

ISSN: 0954-478X

Publication date: 1 October 2000


Complaints handling is not a substitute for abdicating the responsibility for managing quality and achieving customer satisfaction. Indeed, the former and the latter are nothing but synonymous expressions and quite compatible concepts. This paper treats the issue of complaints handling and management as essential for achieving customer retention and loyalty. It argues the principle, demonstrates the points through best practice application, and produces a roadmap and an audit tool for developing a culture which is not averse to handling complaints.



Zairi, M. (2000), "Managing customer dissatisfaction through effective complaints management systems", The TQM Magazine, Vol. 12 No. 5, pp. 331-337.

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Copyright © 2000, MCB UP Limited

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