A conceptual model for customer complaint handling processes and evaluation with simulation optimisation method

The most effective factor in the survival and growth of a company is to satisfy customers. Therefore, companies with dynamic and responsive structure to customer complaints and requests to have big advantages to keep their lifes. In this study, complaint handling processes have been analyzed for finding a solution with expected level and speed to the customer complaint. In case study, survey datas on complaint system, a company?s complaint time datas and many expert opinions were used. In study, firstly main processes of complaint handling system were identified, then time distributions of these processes were obtained by statistical analysis. Time distributions were used for simulation model set up. The model was run with different inputs and the new system which provide desired solution time to customer expectation was determined. Afterward, times and efficiencies of new and previous system were compared. According to previous system, new system?s complaint closing time was shortened by 38.4 %. Also, optimum personel quantity of the complaint system was determined by using Arena OptQuest optimisation module. Thereafter, time and cost were determined for unit complaint closing. In addition, complaint closing cost was formulated mathematically and solved with some assumptions. Simulation and optimisation processes were performed by using Arena software. Finally, the results of a survey on customer complaint systems for Turkish companies were analyzed. SPSS 17 software was used for tests and analysis. In study, the simulation and survey results support each other.