Handling Customer Complaints And Improving Service Quality
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Published in Vol. 6 No. 2 (2026) of Asian Journal of Academic Research.
Asian Journal of Academic Research (AJAR) (ISSN: 2313-6596) is an international, peer-reviewed, open-access scholarly journal dedicated to publishing high-quality, original research across a broad range of academic disciplines. The journal provides a global platform for researchers, academics, professionals, and policymakers to disseminate innovative findings, exchange knowledge, and promote interdisciplinary collaboration.
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This article analyzes the theoretical and practical aspects of handling customer complaints within small business entities, as well as the use of complaints as a tool for enhancing service quality. The relevance of the topic stems from the fact that, in a competitive environment, a customer's negative experience directly impacts a company's reputation, repeat purchases, and revenue stability. The study employs methods such as theoretical analysis, comparative analysis, observation, content analysis, and case studies. International guidelines (ISO 10002:2018) view the processes of receiving, recording, evaluating, investigating, responding to, and closing complaints—as well as preventing recurring issues—as a unified process. The article highlights key causes of complaints and addresses practices such as attentive listening, precise problem identification, providing prompt and courteous responses, offering apologies, and proposing compensation or alternative solutions. Furthermore, the study analyzes the role of providing open, polite, and evidence-based responses to negative comments on social media in preserving the enterprise's reputation. The research findings substantiate the view that a complaint should not be regarded as a punitive matter, but rather as a vital source of feedback for understanding customer needs, identifying internal shortcomings, and improving service processes.
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