Service failure and customer dissatisfaction are regular outcomes of service provision in most labour-intensive service industries in Nigeria and other developing countries. The tertiary education sector in Nigeria is not an exception. The various customers of tertiary institutions experience different forms of negative service outcome. The approaches adopted by these institutions in managing the complaints determine whether the resolution will be seen by dissatisfied-complainants as satisfactory or otherwise. Integrating the marketing concept in the compliant resolution policies of tertiary institutions by adopting approaches that uphold fairness, accessibility, responsiveness, efficiency and integration is advocated for in this paper. This will be leverage to the institutions competitively in terms of positive word-of-mouth, strong customer loyalty, good referral, sustainable business, long term profitability and enhanced goodwill. This paper exposes the need for a marketing-based approach to customer complaint management in tertiary institutions.
| Published in | Higher Education Research (Volume 2, Issue 3) |
| DOI | 10.11648/j.her.20170203.12 |
| Page(s) | 86-92 |
| Creative Commons |
This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited. |
| Copyright |
Copyright © The Author(s), 2017. Published by Science Publishing Group |
Customer Complaint Behaviour Model, Marketing, Customer Complaint Management, Nigerian Tertiary Institutions
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APA Style
Agu Godwill Agu, Uche Dickson Ben, Onyeagwara Chukwuemeka O. (2017). Marketing Approach to Customer Complaint Management in Nigerian Tertiary Institutions. Higher Education Research, 2(3), 86-92. https://doi.org/10.11648/j.her.20170203.12
ACS Style
Agu Godwill Agu; Uche Dickson Ben; Onyeagwara Chukwuemeka O. Marketing Approach to Customer Complaint Management in Nigerian Tertiary Institutions. High. Educ. Res. 2017, 2(3), 86-92. doi: 10.11648/j.her.20170203.12
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Download@article{10.11648/j.her.20170203.12,
author = {Agu Godwill Agu and Uche Dickson Ben and Onyeagwara Chukwuemeka O.},
title = {Marketing Approach to Customer Complaint Management in Nigerian Tertiary Institutions},
journal = {Higher Education Research},
volume = {2},
number = {3},
pages = {86-92},
doi = {10.11648/j.her.20170203.12},
url = {https://doi.org/10.11648/j.her.20170203.12},
eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.her.20170203.12},
abstract = {Service failure and customer dissatisfaction are regular outcomes of service provision in most labour-intensive service industries in Nigeria and other developing countries. The tertiary education sector in Nigeria is not an exception. The various customers of tertiary institutions experience different forms of negative service outcome. The approaches adopted by these institutions in managing the complaints determine whether the resolution will be seen by dissatisfied-complainants as satisfactory or otherwise. Integrating the marketing concept in the compliant resolution policies of tertiary institutions by adopting approaches that uphold fairness, accessibility, responsiveness, efficiency and integration is advocated for in this paper. This will be leverage to the institutions competitively in terms of positive word-of-mouth, strong customer loyalty, good referral, sustainable business, long term profitability and enhanced goodwill. This paper exposes the need for a marketing-based approach to customer complaint management in tertiary institutions.},
year = {2017}
}
TY - JOUR T1 - Marketing Approach to Customer Complaint Management in Nigerian Tertiary Institutions AU - Agu Godwill Agu AU - Uche Dickson Ben AU - Onyeagwara Chukwuemeka O. Y1 - 2017/05/15 PY - 2017 N1 - https://doi.org/10.11648/j.her.20170203.12 DO - 10.11648/j.her.20170203.12 T2 - Higher Education Research JF - Higher Education Research JO - Higher Education Research SP - 86 EP - 92 PB - Science Publishing Group SN - 2578-935X UR - https://doi.org/10.11648/j.her.20170203.12 AB - Service failure and customer dissatisfaction are regular outcomes of service provision in most labour-intensive service industries in Nigeria and other developing countries. The tertiary education sector in Nigeria is not an exception. The various customers of tertiary institutions experience different forms of negative service outcome. The approaches adopted by these institutions in managing the complaints determine whether the resolution will be seen by dissatisfied-complainants as satisfactory or otherwise. Integrating the marketing concept in the compliant resolution policies of tertiary institutions by adopting approaches that uphold fairness, accessibility, responsiveness, efficiency and integration is advocated for in this paper. This will be leverage to the institutions competitively in terms of positive word-of-mouth, strong customer loyalty, good referral, sustainable business, long term profitability and enhanced goodwill. This paper exposes the need for a marketing-based approach to customer complaint management in tertiary institutions. VL - 2 IS - 3 ER -
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