Towards a new model of "customer compliance" service provision
Warlow, Alex J.
European Journal of Marketing
In the last ten years, businesses taking advantage of market deregulation, call-centre, intranet and internet technology have broken traditional marketing norms and path-dependent customer management practices. These businesses offer substantially lower prices and good customer service. In spite of anecdotal evidence of the high level of service complaints in the press, these businesses are expanding rapidly by growing the market and by taking share from traditional suppliers. Service failure recovery and complaint management are two areas which are extensively re-designed by such businesses. This paper aims to identify and examine such new practices. The authors suggest that the traditional “customer-centricity” model is being replaced by a “customer-compliance business model” (CCBM) of service provision. This new model and its propositions defy conventional thinking in the areas of service recovery and complaint management.
Pre-print draft. Final version published by Emerald; available online at http://www.emeraldinsight.com/
Vol. 44, Issue 6, pp. 700 - 729