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Using text-mining-assisted analysis to examine the applicability of unstructured data in the context of customer complaint management
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Orientador(es)
Resumo(s)
In quest of gaining a more holistic picture of customer experiences, many companies are
starting to consider textual data due to the richer insights on customer experience touch points
it can provide. Meanwhile, recent trends point towards an emerging integration of customer
relationship management and customer experience management and thereby availability of
additional sources of textual data. Using text-mining-assisted analysis, this study
demonstrates the practicality of the arising opportunity with means of perceived justice theory
in the context of customer complaint management. The study shows that customers value
interpersonal aspects most as part of the overall complaint handling process. The results link
the individual factors in a sequence of ‘courtesy → interactional justice → satisfaction with
complaint handling’, followed by behavioural outcomes. Academic and managerial
implications are discussed.
Descrição
Double Degree