Manager attitudes towards customer complaints management: A study on Aydın glassware dealers

The purpose of this study is to investigate the opinions of managers on customer complaint management. Complaint management processes in the businesses were investigated and it was planned to put forward good management processes in the businesses. The research was carried out with phenomenology which is one of the qualitative research methods. The participants of the study were 10 managers determined by the purposive sampling methods. Seven of the participants were female and three of them were male. In-depth interviews were carried out with the managers and the interviews were audio recorded. The data were analyzed by the inductive analysis using the MAXQDA 2020 package program. According to the results, the categories of complaint notification, solutions to customer complaints, contributions and disadvantages of customer complaint management processes, communication ways with customers, expectations from personnel, ethical principles, and compliance with rules have emerged. Customers report their complaints face-to-face, via the phone, and on social media. On the other hand, managers communicate with the customers by phone, text, and e-mail. The customer complaints are mostly resolved through product change and giving information. The complaint management processes contribute most to customer loyalty and store reputation, whilst the processes cause loss of customers and damage to brand image. Customers mostly expect experienced staff and good diction from the staff in the store. Finally, staff and the managers behave accordingly to legal process, confidentiality, and ethical principles.