Marketing Approach to Customer Complaint Management in Nigerian Tertiary Institutions
Higher Education Research
Volume 2, Issue 3, June 2017, Pages: 86-92
Received: Mar. 8, 2017;
Accepted: Mar. 24, 2017;
Published: May 15, 2017
Views 1548 Downloads 74
Agu Godwill Agu, Department of Marketing, Abia State University, Okigwe, Nigeria
Uche Dickson Ben, Department of Marketing, Evangel University, Okigwe, Nigeria
Onyeagwara Chukwuemeka O., Department of Marketing, Faculty of Management Sciences, Nnamdi Azikiwe University, Awka, Nigeria
Service failure and customer dissatisfaction are regular outcomes of service provision in most labour-intensive service industries in Nigeria and other developing countries. The tertiary education sector in Nigeria is not an exception. The various customers of tertiary institutions experience different forms of negative service outcome. The approaches adopted by these institutions in managing the complaints determine whether the resolution will be seen by dissatisfied-complainants as satisfactory or otherwise. Integrating the marketing concept in the compliant resolution policies of tertiary institutions by adopting approaches that uphold fairness, accessibility, responsiveness, efficiency and integration is advocated for in this paper. This will be leverage to the institutions competitively in terms of positive word-of-mouth, strong customer loyalty, good referral, sustainable business, long term profitability and enhanced goodwill. This paper exposes the need for a marketing-based approach to customer complaint management in tertiary institutions.
Agu Godwill Agu,
Uche Dickson Ben,
Onyeagwara Chukwuemeka O.,
Marketing Approach to Customer Complaint Management in Nigerian Tertiary Institutions, Higher Education Research.
Vol. 2, No. 3,
2017, pp. 86-92.
Agbonifoh, B. A, Ogwo, O. E, Nnolim, D. A and Nkamnebe, D.A. (2007). Marketing in Nigeria: Concepts, Principles and Decisions, 2nd ed. Aba: Afritowers Ltd.
Agu, G. A and Okpara, G. S (2015) “Comparative Customer Complaints Management Strategies in the Organized Road Transport Sector in Nigeria.” Journal of Marketing Research, Vol.3, No. 1.
Agu, GA (2015) “Customer Complaint Behaviour in the Organized Road Transport Industry in Nigeria’’ PHD Thesis in Marketing, Abia State University Uturu.
Anyanwu, A. (2008) “Service Recovery Strategies” In Nwokah, G N and Anyanwu, A (ed), Contemporary Book on Services Marketing. Owerri: Avan Global Press.
Anyanwu, A. (2013) Marketing Management and Strategy. Owerri: Avan Global Publications
Bateson, J. E. G. (1995) Managing Services Marketing: Text and Readings, New York: The Dryden Press.
Crosier, K. and B. Z. Erdogan (2001) "Advertising Complainants: Who and Where are they?" Journal of Marketing Communications, 7 (2), 109-20.
Day, R. L. and Landon Jr, E. L.(1977a) "Collecting Comprehensive Consumer Complaint Data by Survey Research," in Consumer Satisfaction, Dissatisfaction and Complaining Behavior, R. Day, Ed. Bloomington. IN: Indiana University School of Business
Edelman, R (2016) ‘’New Trust Mandate for University Marketers’’ AMA Higher Ed Symposium, www.ama.org
Edvardsson, B., B. Enquist, and R. Johnston (2005a) "Cocreating CustomerValue Through Hyperreality in the Prepurchase Service Experience," Journal of Service Research, 8 (2), 149-61.
Granner, M. (2003). “Customer Care, the Multibillion Dollar War: A Case of Customer Rage Unassuaged”. Alexandria: Customer Care Review.
Grönroos, C. (1984) "A Service Quality Model and Its Marketing Implications," European Journal of Marketing, 18 (4), 36-44.
Hirschman, A. O. (1970) Exit, Voice, and Loyalty: Responses to Decline in Firms, Organizations, and States. Cambridge, Mass.: Harvard University Press.
Hoyer W. D. and Madmus, O. J. (2007) Customer Behaviour, 4th ed. Houghton Miffin Co: Boston.
Kotler, P and Keller, K. L. (2007) Marketing Management, 12thed. New Delhi: Prentice Hall of India.
Kotler, P. (2000) Marketing Management. New Jersey: Prentice Hall Inc.
London, E. L. (1980) "The Direction of Consumer Complaint Research," Advances in Consumer Research, 7, 335-38.
Lovelock, C and Wirtz, J (2011) Services Marketing. Boston: Pearson.
Nair, A (2016) ‘’Culture and Inclusivity on College Campuses’’ AMA Higher Ed Symposium, www.ama.org
Ogwo, E. O, Okpara, G. S, Ogbuji, C. N and Agu, G. A (2015) “Understanding Customer Complaint Behaviour For Sustainable Business Development: Evidence From Nigeria’s Organized Road Transport Sector’’ Paper read at the 2015 IAABD Conference in Nairobi. May 12-16.
Okpara, G. S. (2012) Contemporary Marketing: Topical and Topicalised, 2nd ed.Owerri: Avan Global Press.
Parasuraman A, Valarie A Zeithaml and Berry, L.L. (1985) “Conceptual model of service Quality and its implications for future Research” Journal of Marketing quoted by Kotler and Keller, (2007), Marketing Management, New Delhi, Prentice-Hall of India.
Raghavan, S. S. (2013) “Customer Complaint Management and Feedback System: A Tool for Customer Protection”.www.academia.edu, accessed 09/09/2013.
Rawat, R (2005) “Loyalty Best Practices” Information Management Magazine, April.
Reynolds, K. L and Harris, L. C., (2005), “When service failure is not service failure: an exploration of the forms and motives of illegitimate customer complaining”, Journal of services marketing, Vol.19, No.5, pp.321-335.
Schoefer, K. (2013). “Service Failure and Recovery Encounters as Moments of Truth” www.ask.com,accessed 26/08/2013.
Singh, J and Pandya, S. (1991). “Exploring the Effects of Consumer’s, Dissatisfaction Level on Complaint Behaviors”. European Journal of Marketing, vol. 25 (9).
Singh, J. (1988) "Consumer Complaint Intentions and Behavior: Definitional and Taxonomical Issues," Journal of Marketing, 52 (1), 93-107.
Singh, J. and R. E. Wilkes (1996) "When Consumers Complain: A Path Analysis of the Key Antecedents of Consumer Complaint Response Estimates," Journal of the Academy of Marketing Science, 24 (4), 350-67.
Smith, A. K., Bolton, R. N. and Wanger, J (1999) "A Model of Customer Satisfaction with Service Encounters Involving Failure and Recovery," Journal of Marketing Research, 36 (3), 356-72.
SPSO (2011) “Guideline Model of Customer Complaint Handling”. www.spso.com,February.
Stephens, N. (2000) "Complaining," in Handbook of Service Marketing and Management, Teresa Swartz and Dawn Iacobucci, Eds. Thousand Oaks: Sage Publication.
Steven, M (2013) “Why Customer Complaints are Good for Your Business” Super Office Publications, May.
TARP, (20110). “Are Your Service Complaints Getting Through?” Talent Technologies.
Tax, S.S and Brown, S.W. (1998) “Recovering and Learning from Service Failure”. Sloan Management Review, 40 (1).
Tax, S.S, Brown, S.W and Chandra, S.M.(1998) “Customers’ Evaluation of Service Complaint Experiences: Implications for Relationship Marketing”. Journal of Marketing vol 62 (2), April.
Tolon, M. and Zengin, A. Y. (2011) “Demographic Characteristics and Complaint Behaviour: An Empirical Study Concerning Turkish Customers” International Journal of Business and Social Science, Vol. 2 No. 9.
Tronvoll, B. (2008) “Customer Complaint Behavior in Services” Ph. D Thesis; University of Karlstead, Sweden.