Remote Channel Customer Contact Strategies for Complaint Update Messages

Hazel Morton, Gary Douglas, Mervyn Jack

Research output: Contribution to journalArticlepeer-review

Abstract

This research focuses on the preservation and repairing of
relationships once a banking customer has raised a complaint. This
research investigates the impact of different messaging channels
(email, Internet banking site messages, SMS text messages, and
messages on the ATM screen) and the impact of different styles of
complaint update messages on customers’ perceptions of their
relationship with their bank. The empirical research is conducted on a
sample of 96 banking customers. Quantitative data are collected to
examine the impact of the banking channel and the update message style
on customers’ perceptions of their relationship with the bank. The
results indicate that update messages are a reassurance tool for the
bank to use for customers who had cause to raise a complaint. The
preferred channels of communication with the customer base for update
messages are email and Internet banking. Also, customer-brand
relationship was found to be higher for complaint-specific content in
the messages than for generic messages.

Original languageEnglish
Pages (from-to)1-13
Number of pages13
JournalInternational Journal of Technology and Human Interaction
Volume8
Issue number2
DOIs
Publication statusPublished - Jun 2012

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