Technical complaint management from a quality perspective

Experiencing defects: the moderating role of severity and warranty coverage on quality perceptions

Purpose

This study investigates two moderators of the effects of manufacturers' recovery efforts following a product defect on customers' perceptions of product quality: the severity of the product defect and whether the recovery efforts were covered under warranty or not.

Design/methodology/approach

A total of 478 USA customers who purchased a new car from a cooperating manufacturer participated in a survey. Customers reported the most important product defect (if any) the customers had experienced with the customers' vehicle during the past year. Three linear regressions (OLS) were used to test the proposed hypotheses.

Findings

Defect severity moderates the effects of recovery efforts on quality perceptions. The well-known recovery effect occurs only for product defects of minor severity. Experiencing a severe product defect damages the customers' perceptions of product quality even if the product defect is completely fixed. Double deviations (failed recovery of a product defect) do not damage quality perceptions for defects of minor severity. Finally, warranty coverage of repairs can attenuate the adverse effects of a failed recovery of severe defects on customers' quality perceptions. Additionally, only non-complainers who have experienced a severe product defect correspond to the prevailing conceptualization of an at-risk customer group.

Originality/value

Despite the pervasiveness of product defects, research on the effects of experiencing product defects on customers' product quality perceptions is scarce. Furthermore, the authors' findings reconcile inconsistent results and provide a more nuanced understanding of the well-known recovery and double-deviation effects. Finally, the role of warranty coverage in the recovery process as a buffer for customers' perceptions of product quality is novel.

Complaint management model of manufacturing products using text mining and potential failure identification

Purpose

This paper aims to propose a framework on complaint management system for quality management by applying the text mining method and potential failure identification that can support organization learning (OL). Customer complaints in the form of email text is the input of the framework, while the most frequent complaints are visualized using a Pareto diagram. The company can learn from this Pareto diagram and take action to improve their process.

Design/methodology/approach

The first main part of the framework is creating a defect database from potential failure identification, which is the initial part of the failure mode and effect analysis technique. The second main part is the text mining of customer email complaints. The last part of the framework is matching the result of text mining with the defect database and presenting in the form of a Pareto diagram. After the framework is proposed, a case study is conducted to illustrate the applicability of the proposed method.

Findings

By using the defect database, the framework can interpret the customer email complaints into the list of most defect complained by customer using a Pareto diagram. The results of the Pareto diagram, based on the results of text mining of consumer complaints via email, can be used by a company to learn from complaint and to analyze the potential failure mode. This analysis helps company to take anticipatory action for avoiding potential failure mode happening in the future.

Originality/value

The framework on complaint management system for quality management by applying the text mining method and potential failure identification is proposed for the first time in this paper.