To enhance service performance by using Feedback and Compalint Management operation by involving customers :  A case study of container terminal and its customers

Abstract: Purpose The analytical purpose of this thesis is to link theory on how customerinvolvement should strengthen customer relationships, with empirical data on howtheir involvement looks like. The empirical purpose is to explore the importance ofcustomer feedback and complaint management in overall customer involvementprocess. This is analyzed, how the involvement can be done in different situations inwhich feedback and complaint management can play a strong role.In this case a service firm PICT (Pakistan international container terminal) will bestudied with its external customers and employees as internal customers. Method Qualitative research method with focus on in depth interviews is used inthe form of phone and Skype conversations. Eleven such interviews have beenconducted with representatives of the case company and its customers. There arethree departments of the case company, five shipping agents and three shippinglines are included. Findings The empirical data has brought several findings on what needs to be doneand thought through in order to optimize their feedback and complaintmanagement mainly in the whole process of customer involvement. One suchfinding is that PICT does not have thorough directions on how their feedback andcomplaint management process should work in which customer needing; customerrelationship marketing and service firm employee’s involvement plays a positiverole. Recommendations The author suggests having a proper feedback and complaint management systemfor the service firm PICT that satisfies their customers.