I want to believe they really care: How complaining customers want to be treated by frontline employees

Purpose – Using a realist perspective, this paper seeks to investigate how complaining customers want to be treated by frontline employees in personal complaint handling encounters. For this purpose, an exploratory research study using the qualitative laddering interviewing technique was regarded as appropriate as it allows researchers to gain a deeper insight into an underdeveloped research subject. Following realist thinking and terminology, the exploratory study aims to develop a deeper understanding of the so‐called micro structures of complaining customers.Design/methodology/approach – A semi‐standardised qualitative technique called laddering was used to reveal the cognitive structures of complaining customers. In total, laddering interviews with 40 respondents with complaining experience were conducted.Findings – The research shows that the most important attributes for complaining customers are the contact employees' authenticity, competence and active listening skills. These concepts are linked w...

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