ABSTRACT

Every business needs improvisation in the product ranges, delivery process, performing the need of customer. In this process, every company try to fulfill the needs for satisfying the customers. One such a measure for improving customers’ satisfaction is through customer complaint management system as a practice in the electrical hardware services. This research paper presents an improvisation process adopted by the regional electrical hardware business at regional centre of Erode district in Tamilnadu. The primary activity of electrical hardware is to distribute the hardware electrical components to the customers on request. But drawing customer’s frequently to visit the hardware shops by providing a considerable attention towards the customer service. This research paper examines customer service and the operational complaint management procedures at Electricals Hardwares as an evidence of showing how to care a customer that would bring back the customers. The research finding shows that encouraging customer complaints and feedback will develop a better relationship with the customers’ retention. The results prove that employees training on customer complaint management and handling the customer complaints themselves have huge impact on customers’ satisfaction. Furthermore, the study suggests that there must be a well equipped process for logging, processing and analyzing complaints. The management implications and areas for further research are also discussed, with suitable suggestions for transforming a electrical hardware business.

Keywords: Customer Complaints, Complaint Management, Employees, Customer Retention.