Abstract:
Retaining customers for long time is now become focal strategy in service industries.
Acquiring new customer is expenses rather than retain customers. In the research prime
focus is to find out the relation between customers retention and complaint management.
Effective complaint management is a key success factor for retaining customers.
Different variable are used for this research like customers perception, customers
behavior and customer opinion. The SPSS is used for the analyzing these variables to
understand the effect the complaint management system.
As many authors believe an effective complaint management can retain the customers.
Organization must encourage the customers for complaints through the easiest process of
complaint registration and by providing the training to front line staff. Then an
organization can use the system as an opportunity.
A questionnaire based on the complaint management involving employee’s behavior,
cycle time for complaint registration, customer s care and customei satisfaction is
arranged. With the help of this questionnaire customer’s retention is evaluated on the
basis of complaints management.
