HANDLING CUSTOMER COMPLAINTS IN THE INDIGENOUS FOOD VENDING INDUSTRY

  • Edem Maxwell Azila-Gbettor Department of Accounting, Ho Polytechnic, Ghana
  • Simon Mesa Kwodjo Avorga Department of Marketing, Ho Polytechnic, Ghana
  • Eli Ayawo Atatsi Department of Liberal Studies, Ho Polytechnic, Ghana

Abstract

Format of customer complaint management process within formal organization has received considerable attention in the literature at the expense of informal sectors of most countries. Drawing on the work of Hansen et al. (2009), this paper examines operational complaint management procedure in the indigenous food vending industry in Ghana and customers complaint reaction. The paper presents result from quantitative research involving one thousand two hundred and ten (1,210) customers selected using convenience sampling technique, who visited ten (10) main traditional food vending restaurants within the Ho Township. The study conclusively shows consumers adopt passive and voiced attitude in complaint reaction. Furthermore, whiles vendors attempt in managing customer complaint in practice, however, in principle compensating customers is completely absent. We recommend participatory approach in determining what is fair and reasonable in determining customer compensation.

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Published
2014-05-30
How to Cite
Azila-Gbettor, E. M., Kwodjo Avorga, S. M., & Atatsi, E. A. (2014). HANDLING CUSTOMER COMPLAINTS IN THE INDIGENOUS FOOD VENDING INDUSTRY. European Scientific Journal, ESJ, 10(13). https://doi.org/10.19044/esj.2014.v10n13p%p