This research reviews a concept which is still relatively less considered by retail banks:\r\nmanaging complaints. A review of literature will highlight the importance of managing\r\ncomplaints by banks in a CRM approach. Then, analyzing the contents of real complaints in 4\r\ndifferent banks allowed us to form a database. This database allows researchers and bankers\r\nalike a better view of banking complaints and will give us the opportunity to suggest concrete\r\nrecommendations on how to improve complaints management.
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