The Role of Complaints Handling System in Enhancing Customer Satisfaction: Case Study of the Jubilee Insurance Company of Tanzania Limited
The study focused on assessing the role of complaint handling system in enhancing customer satisfaction. Specifically, it looked at the effectiveness of communication in complaint handling system to the customers, examined the organization’s responsiveness to the complaints of the customers and the level of customer satisfaction. Moreover, uncovering the extent to which the company shows empathy to the complaints of the customers and lastly it assessed the effectiveness in delivering fast recovery to the service failures. Data were collected using questionnaires and interview to key informants. The analysis of data was done using descriptive statistics and regression analysis. The findings have established that effective complaints handling system is determined by four key elements as predicted in the regression analysis. These factors include effective complaints communication, responsiveness in complaints handling, empathy in complaints handling and fast service recovery. Effectiveness of communication in complaint handling system was assessed using; polite treatment of customers, treating customers with dignity; treating customers with proper remarks and comments; detailed and timely communication of the complaints to the customers. The descriptive results show that customers indicated to agree with the communication used in complaints handling. From the study findings, the researcher recommends that complaint handling is considered as very important instrument for service organizations in evaluating the effectiveness of recovery options. Complaints should be shared not only with the front-line employees, but also with those employees who work within organizations that play key roles in the success of the organization.
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