The call to complain : antecedents to complaint behaviour (telecommunications industry).

• Main Authors: Lim, An Qi., Ng, Shi Hui., Tan, Ming Hui.
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2011
• Subjects: DRNTU::Business::Industries and labor
• Online Access: http://hdl.handle.net/10356/44162
• Institution: Nanyang Technological University

Given the benefits of appropriate complaint management, this study focuses on understanding the antecedents to consumer complaint behaviour, in order to help companies maintain their competitive advantage over competitors. A three stage reseach approach was adopted in this study, starting with a literature review on consumer complaint behaviour and its antecedents, which was followed by three focus group interviews on three different industries selected based on their relative importance to the Singapore market. The research scope was narrowed to the telecommunication industry based on the findings. As the local telecommunication market approaches saturation point, the competition between players intendify, increasing the importance of customer service and customer retention rate as the players grab market share from each other.