journal of sustainable studies joss
he effect of customer complaint handling on customer gratitude
An applied study of the opinions of a sample of patients in private hospitals in the Middle Euphrates region
Khaled Saleh Jafat
Dr.. Hussain Ali Abdul Rasoul Al Janabi
Department of Business Administration, College of Administration and Economics, University of Al-Qadisiyah, Iraq
ABSTRACT:
Study Objective / Purpose: The current study seeks to evaluate the procedures for handling customer complaints and their impact on the customer’s gratitude.
Study population and sample: The study was conducted in the health sector on a sample of clients of private hospitals operating in the Middle Euphrates region. A sample of the respondents (245) respondents was taken from the patients who visited the mentioned hospitals.
The study problem and its questions: The study focused on a main problem, which is “Is there an impact of the ability to address customer complaints on customer gratitude?”
– Contribution and importance of the study: The importance of the study lies in its handling of the issue of handling customer complaints and its potential effects on customer gratitude. The theoretical contribution is represented in its attempt to bridge the knowledge gap for the variables, and it also focused on the effect of handling customer complaints on customer gratitude.
Study methodology and tools: The study adopted the descriptive analytical method in polling the opinions of the study sample to describe and analyze the data of the study and then interpret it to reach practical results that depend on answering the study’s questions and achieving its goals. The data was collected through a questionnaire that relied in its paragraphs on the standards of previous studies, and these data were processed through a set of statistical methods such as (arithmetic mean, standard deviation, Cronbach’s alpha, F-test, and T-test) based on computer software (SPSS,24). ), employing structural equation modeling, and confirmatory factor analysis.
The most important results: The studied hospitals initiative to solve customer complaints in the event of an error or problem or when a complaint was submitted by the customer (references) and working to find a solution as soon as possible contributes greatly to generating motivation for them to feel their need to acquire more services from these hospitals And for the extra effort you give them.
The most important recommendations: The hospital administration should be keen to adopt appropriate corrective measures in order to address problems and errors at work in a timely manner. And work to take into account the needs of the auditors in order to respond quickly to their desired tastes and preferences, and to provide financial and moral compensation in the event that workers deal with problems and errors that occur as a result of the collision with the patient.
Keywords: (customer complaints handling, customer gratitude).