Marketing Approach to Customer Complaint Management in Nigerian Tertiary Institutions
Higher Education Research
Volume 2, Issue 3, June 2017, Pages: 86-92
Received: Mar. 8, 2017;
Accepted: Mar. 24, 2017;
Published: May 15, 2017
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Agu Godwill Agu, Department of Marketing, Abia State University, Okigwe, Nigeria
Uche Dickson Ben, Department of Marketing, Evangel University, Okigwe, Nigeria
Onyeagwara Chukwuemeka O., Department of Marketing, Faculty of Management Sciences, Nnamdi Azikiwe University, Awka, Nigeria
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.
Agu Godwill Agu,
Uche Dickson Ben,
Onyeagwara Chukwuemeka O.,
Marketing Approach to Customer Complaint Management in Nigerian Tertiary Institutions, Higher Education Research.
Vol. 2, No. 3,
2017, pp. 86-92.
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