ABSTRACT

Complaint, as the expression of customer dissatisfaction with the quality of products or services, is very valuable information. Well-built system for collecting, processing and analysis of complaints allows organizations to create the information base for making decisions based on facts. This data base provides an effective adoption and implementation of measures for continuous improvement of products/services quality. To make the system work effectively, it is necessary to continuously use the same methodology for collecting and processing complaints to be able constant comparisons from period to period. Greater investment in quality of products/services does not mean reducing the number of complaints in the same time due to the effects of the phenomenon of "unrealistic expectations". In addition to complaints, a valuable source of information on customer satisfaction is the system of praise.

KEY WORDS

complaint, quality, customer satisfaction, phenomenon of unrealistic expectation, scrap, praise

CLASSIFICATION

JEL:

H41, I18