The Impact of Timeliness on Complaint Satisfaction in the Context of Call-Centers

Abstract

ABSTRACT The main goal of this study was to investigate the role of timeliness of response in driving satisfaction with complaint handling following a service failure. In addition, we examined the relationship between satisfaction with compliant handling and company image. Results show that, in the context of call-centers, both timeliness and problem resolution are important determinants of satisfaction with complaint handling and that satisfaction with problem handling was lower when the respondent perceived the delays in resolution as unnecessary. Companies should be actively managing the timeliness component of problem resolution rather than relying on a “one size fits all” time of response. Results also indicate that timeliness expectations vary by complaint type (reservations, accommodations, billing, service) which allows the opportunity to better manage timeliness issues when resolving problems.