Responding effectively to credit card customer complaints

• Main Author: Atog, Melanie P.
• Format: text
• Language: English
• Published: Animo Repository 2017
• Subjects: Credit card holders (Persons); Consumer complaints
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5684
• Institution: De La Salle University

The purpose of this action research is to effectively respond to credit card customer complaints received by JCB and Diners Club Cards Brand Marketing Unit in ABC Bank by establishing a systematic procedure in monitoring the complaints. Delays in responding to credit card customer complaints have been observed within the aforementioned unit which consequently affect customer satisfaction in terms of servicing the reported complaints. Only 40% of the total credit card customer complaints have been responded within the established turnaround time of three working days as compared to the desired percentage of 80%. Through the use of Coghlan and Brannicks (2014) action research cycles, the underlying issue identified is the absence of a systematic procedure in handling credit card customer complaints within the unit. Olivers Complete Disconfirmation Model (1997) was used in the evaluation of the issue and Miller and Mork Data Value Chain was applied in identifying the intervention required. Through the collaborative and reflective processes of constructing, planning action, taking action and evaluating, the unit was able to effectively respond to credit card customer complaints, achieving an increase from 40% to 76% of total credit card customer complaints that were resolved within the standard turnaround time by establishing a complaint monitoring tracker system.