CUSTOMER COMPLAINTS: A STRATEGIC TOOL FOR RESHAPING PERFORMANCE EFFECTIVENESS IN MODERN CORPORATE ORGANIZATIONS IN ABUJA, NIGERIA

Authors

  • OVIVI1 , Audu Jamiu University of Abuja, Nigeria
  • AYASAL, Anthony Auya University of Abuja, Nigeria

Keywords:

Customer complaints, Performance, Customer satisfaction, Competitive advantage, Strategic improvement

Abstract

The study focused on customer complaints: a strategic tool for reshaping performance
effectiveness in modern corporate organizations in Abuja, Nigeria. Poor customer complaints
management was still an existing issue among corporate organizations in Abuja Nigeria. The
purpose of the study was to investigate the effect of customer complaints on reshaping the
performance of selected corporate settings in Abuja Nigeria. The study used questionnaire to
collected data from five selected corporate organizations in Abuja. The study purposively drawn
a sample of the 250 respondents from the selected companies and the questionnaire was
distributed to this selected companies where 238 questionnaires were correctly filled and
returned. The study used structural equation modeling (SEM) to analyze the stated hypotheses
appropriately with measurement model and structural model. It was the revealed that there was
positive significant of customer complaints on the performance of the selected corporate
organizations in Abuja, Nigeria. The study also revealed that customer complaints had positive
significant on customer satisfaction, competitive advantage and customer retention of the
selected corporate settings in Abuja. The study concluded that the effective handling of customer
complaints to result to improvement in performance effectiveness in the selected modern
corporate settings in Abuja, Nigeria. That is, the adoption of proactive approaches to customers
complaints management could result to improvement corporate settings operational
performance and sustainability. The study recommended to the top management of the selected
corporate settings that the adoption of proactive approaches to customer complaints handling
practice could help to reduce the level of devil customers complaint and lead to the growth of
angel customers complaints that in return boost organizational performance in terms of
customer satisfaction, competitive advantage and customer retentions

Author Biographies

OVIVI1 , Audu Jamiu, University of Abuja, Nigeria

Department of Business Administration

AYASAL, Anthony Auya, University of Abuja, Nigeria

Department of Business Administration

Downloads

Published

2024-06-06

How to Cite

OVIVI, A. J., & AYASAL, A. A. (2024). CUSTOMER COMPLAINTS: A STRATEGIC TOOL FOR RESHAPING PERFORMANCE EFFECTIVENESS IN MODERN CORPORATE ORGANIZATIONS IN ABUJA, NIGERIA. FUW-International Journal of Management and Social Sciences, 9(2). Retrieved from https://fuw-ijmss.com.ng/index.php/fijmss/article/view/96