Dear Tuan/Puan,
Sir/Madam,
As an undergraduate student of Faculty of Business and Law, Multimedia University, Melaka Campus majoring in Marketing Management, I have the opportunity to do research on a topic of interest to me and important to you. This is my final year project programme and I am studying public/customers’ perception of e-complaint or online complaining system, i.e. using the Internet to complain on the services or products of an organisation or a company.
I like you to share your experience and comments on whether online complaining is better than the traditional method of complaining at the counters. Is the online system (you have used or probably seen) easy to use and useful, and if so, will you intend to continue using the online system? I will also like you to tell me how satisfy/dissatisfy are you with the response you received and what is your reaction (if any) on your overall (good/ bad) experience with the online complaining system.
I seek your help with this study by completing the Questionnaire as accurate as possible and return to me anytime by any means, appreciate before 18/02/2009. I assure you this study is anonymous. Your name or the company you represent will not be required. Thank you very much for your help.
Sir/Madam,
As an undergraduate student of Faculty of Business and Law, Multimedia University, Melaka Campus majoring in Marketing Management, I have the opportunity to do research on a topic of interest to me and important to you. This is my final year project programme and I am studying public/customers’ perception of e-complaint or online complaining system, i.e. using the Internet to complain on the services or products of an organisation or a company.
I like you to share your experience and comments on whether online complaining is better than the traditional method of complaining at the counters. Is the online system (you have used or probably seen) easy to use and useful, and if so, will you intend to continue using the online system? I will also like you to tell me how satisfy/dissatisfy are you with the response you received and what is your reaction (if any) on your overall (good/ bad) experience with the online complaining system.
I seek your help with this study by completing the Questionnaire as accurate as possible and return to me anytime by any means, appreciate before 18/02/2009. I assure you this study is anonymous. Your name or the company you represent will not be required. Thank you very much for your help.
Shahirah Binti Mohd Nor
Undergraduate Student,
Faculty of Business and Law,
Multimedia University, Melaka Campus
E-mail: shahirah.mnor@yahoo.com
Mr. Lai Kim Piew
Project Advisor
Tel: 06-2523517
Faculty of Business and Law,
Multimedia University, Melaka Campus
E-mail: shahirah.mnor@yahoo.com
Mr. Lai Kim Piew
Project Advisor
Tel: 06-2523517
What is E-Complaint?
E-complaint is an online system where a government department/ organisation/company invite you to log your problems/complaints at their Web portal, using the Internet. Some have easy access dedicated page for complaints e.g. www.tm.com.my/contact, www.bpa.jpm.my, whilst few have ‘hidden’ page through layers of windows e.g. www.tnb.com.my and many have no dedicated interactive page but require us to e-mail them e.g. csc@pos.com.my. For this survey, a public or member of an organisation is defined as a customer of a company/organisation.
Online Complaining and Customer Complaining Behaviour
A complaint is broadly defined as an expression of pain or an articulation of dissatisfaction or resentment toward companies and/or third parties. The aim of complaining can be to make a provider (company) aware of behaviour that is experienced as harmful, to request compensation for adverse effects suffered and/or make a change in the critical behaviour (Strauss and Seidel, 2004). In consumer behaviour context, it is typically accepted that customers complain when they have exceeded their zone of tolerance for dissatisfaction. In other words, customers with relatively high levels of dissatisfaction are more likely to complain compared to those with neutral or positive experiences that lead to satisfaction or indifference.
One of the most recent and comprehensive attempts to classify complaint reactions is made by Crie (2003) who distinguishes between behavioural and non-behavioural responses to dissatisfaction. By and large, each attempt is based on two or more of the five complaint responses to a critical incident causing dissatisfaction:
•Voice company: The customer complains to the company (seller/provider).
•Voice third party: The customer complains to a third party organisation, such as a consumer organisation, courts, the media or political organisation/politician.
•Negative word-of-mouth (WOM): The customer talks to friends and relatives about the problem he encountered.
•Silence: The customer decides to not communicate the dissatisfaction encountered.
•Exit: The customer ends the relationship, i.e. stops patronising the product/ brand/ company.
•Voice third party: The customer complains to a third party organisation, such as a consumer organisation, courts, the media or political organisation/politician.
•Negative word-of-mouth (WOM): The customer talks to friends and relatives about the problem he encountered.
•Silence: The customer decides to not communicate the dissatisfaction encountered.
•Exit: The customer ends the relationship, i.e. stops patronising the product/ brand/ company.
Research Objectives
The objectives of this research:
1. To understand the relationship of the E-Complaint service quality system and the customer perception and online behaviours to use the system through literature review.
2. To assess the customer perception of the E-Complaint system using a modified version of Technology Acceptance Model (TAM) introduced by Davis, 1989.
3. To provide data and information on the customers’ online behaviours and reaction on the service quality of the online E-Complaint system usage that would be useful to organisations to develop their marketing initiatives.
4. To analyse the cause-effect relationship and the cost-benefit impact on organisations as the result of the responses and service recovery action taken by organisations.
2. To assess the customer perception of the E-Complaint system using a modified version of Technology Acceptance Model (TAM) introduced by Davis, 1989.
3. To provide data and information on the customers’ online behaviours and reaction on the service quality of the online E-Complaint system usage that would be useful to organisations to develop their marketing initiatives.
4. To analyse the cause-effect relationship and the cost-benefit impact on organisations as the result of the responses and service recovery action taken by organisations.
Significance of the Research
This research is to assess the perception of the public (customers) on the E-Complaint system adopted by companies/organisations. This research is significant because it would impact on the responsiveness and acceptance of the public on the popularity of the E-Complaint system usage. There is a lack of local research on the subject with regard to Technology Acceptance Model (TAM) and thus, insufficient data to develop a similar model to assist in designing a standard program or standardised ‘Service Charter’ format for the E-Complaint.
This research will bring together theoretical and practical aspects of the classroom academic discussions into the streets to test the undergraduate understanding of the marketing and management concepts. It helps me to explore the real situational experience in evaluating and responding to public views on business related issues faced by most organisations and the public, in general.
From theoretical perspective, the research provides some concepts of customers’ complaint behaviours and the related factors that influence such behaviours. These theoretical concepts may be valuable reference for local organisations to identify the relevant factors that are useful that can be adapted to the local conditions and cultural values in their effort to formulate marketing strategies.
From the practical perspective, I hope the research will be able to provide a general picture of the public perception towards the E-Complaint system in channelling out their dissatisfaction on certain issues on the products or service received by them. The research would expose the effectiveness of the current service quality of the E-Complaint system, and the commitment and responsiveness of the customer service management of the related companies/organisations.
I hope from a perspective, this research would help the relevant parties to recognize their strong and weak points in managing their respective E-Complaint system, and hence, applying and integrating their customer service management (CSM) system to its fullest potential to achieve better performance in their Key Performance Index (KPI). They may also want to take the opportunity to correct any wrong perception on the organisations’ services and products as well as to enhance their corporate image.
Research Methodology
In this research, the methodology used for the survey to collect data is basically via set of questionnaires. Respondents are asked on their familiarity with online system and their responsiveness to the concept of E-Complaint system (please refer to above “What is E-Complaint? for your review). Respondents’ relevant responses would show the trend on the acceptance and usage of the system. The respondents’ responsiveness towards the system is evaluated on their respective experience and assessment of the modified SERVQUAL model of the service quality of the E-Complaint system (Lee and Lin, 2005).
Qualitative study on the respondents’ perception and responsive online behaviours in relation to the E-Complaint system are evaluated and analysed using the relevant Statistical Package of the Social Sciences (SPSS) software system. Respondents are also asked on the cause-effect relationship and data are on the subject are gathered for analysis on the consequent experience of the respondents and their feelings/reactions on/after using the E-Complaint system.
The questionnaire (see here) also covers the customer perspective on costs and benefits of E-Complaint. As there is a lack of local research on the topic, reference is made from secondary data obtained from the extensive literature reviews from previous researches to argue and derive to plausible findings and conclusions.
Population and Sampling
In this study, the sample selection is based on the judgmental sampling, which is actually a non-probability sampling. The advantage of selected sampling would give some assurance of high probability of survey polling returns, and thus, helpful in time and task schedule management. However, samples are required from wide range of respondents, so as make the study more representative and relevant to the objectives. I welcome all to participate in this survey (regardless whether you are IT savvy or with basic level; a University professor or menial worker; housewives or retirees) which include from:
i) Urban and rural/suburban population.
ii) Different age categories (youngsters, working population, retirees).
iii) Different gender.
iv) Different ethnic/culture background.
v) Different level of IT knowledge/ formal or informal education.
vi) Different level of online/Internet experiences.
ii) Different age categories (youngsters, working population, retirees).
iii) Different gender.
iv) Different ethnic/culture background.
v) Different level of IT knowledge/ formal or informal education.
vi) Different level of online/Internet experiences.
Research Design
Data are gathered by means of a questionnaire survey (please click here). The research methodology in this study is similar but with some modifications to the Technology Acceptance Model (TAM) introduced by Davis (1989). The model hypotheses are measured using multi-item scales and the instruments used in previous researches but some modifications made to suit the format and purpose of this study. The Five-point Likert scales are used to measure the variables.
Data are gathered by means of a questionnaire survey (please click here). The research methodology in this study is similar but with some modifications to the Technology Acceptance Model (TAM) introduced by Davis (1989). The model hypotheses are measured using multi-item scales and the instruments used in previous researches but some modifications made to suit the format and purpose of this study. The Five-point Likert scales are used to measure the variables.
Questionnaire Layout and Description
The questionnaire developed to collect data consists of three sections. Each questionnaire dispatched (or access here) to the respondents carry a covering letter explaining the purpose of the survey and reaffirm respondents of their anonymity and confidentiality. The layout in the first section covers the demographic information on gender, age, ethnic/culture background, occupation and level of education.
The questionnaire developed to collect data consists of three sections. Each questionnaire dispatched (or access here) to the respondents carry a covering letter explaining the purpose of the survey and reaffirm respondents of their anonymity and confidentiality. The layout in the first section covers the demographic information on gender, age, ethnic/culture background, occupation and level of education.
The second section of the questionnaire focuses on the important determinants of the E-Complaint system and the questions are skewed to adapt to the five-point Likert scale. This is to evaluate how much the determinants would or could influence the respondents’ perception and responsive behavioural intention to accept and use the E-Complaint system.
The third section is skewed more to gather information on the extension model of E-complaint Acceptance Model (EAM) on the cause-effect relationship in relation to the customers’ acceptance or rejection of the E-Complaint system. (See below).
E-complaint Acceptance Model (EAM) Framework
A special framework model called E-Complaint Acceptance Model (EAM) is constructed base on a modified version of Davis’ Technology Acceptance Model.
The following hypotheses were set forth with graphical presentation below:
H1a: Perceived ease of use (PEU) will have a positive effect on behavioural intention to use (BIU) to keep using the E-Complaint system.
H1b: Perceived usefulness (PU) will have a positive effect on behavioural intention to use (BIU) to keep using E-Complaint system.
H1c: Behavioural intention to use (BIU) will have a positive effect on system acceptance (SA) of E-Complaint system.
H1a: Perceived ease of use (PEU) will have a positive effect on behavioural intention to use (BIU) to keep using the E-Complaint system.
H1b: Perceived usefulness (PU) will have a positive effect on behavioural intention to use (BIU) to keep using E-Complaint system.
H1c: Behavioural intention to use (BIU) will have a positive effect on system acceptance (SA) of E-Complaint system.
Definitions and Abbreviations
Acceptance - Taking or receiving something with approval.
Complaint - An expression of discontent, regret, pain, censure, resentment, or grief.
Customer - A person who purchases some commodity or service.
Internet - A global system of interconnected computer networks that interchange data by packet switching using standardized Internet Protocol.
Expectation - Something looked forward to (whether hoped for or feared)
Perception - Ability to become aware or comprehend of something.
Quality - Degree or grade of excellence.
Responsive - Responding; reacting or replying.
Satisfaction - Complete fulfilment of a need or want.
Service - Useful labour that does not produce a tangible commodity.
TAM - Technology Acceptance Model
EAM - E-Complaint Acceptance Model
SERVQUAL - E-Service Quality
WOM - Word-of-mouth. Informal oral communication: The rumour spread rapidly by word of mouth.
Complaint - An expression of discontent, regret, pain, censure, resentment, or grief.
Customer - A person who purchases some commodity or service.
Internet - A global system of interconnected computer networks that interchange data by packet switching using standardized Internet Protocol.
Expectation - Something looked forward to (whether hoped for or feared)
Perception - Ability to become aware or comprehend of something.
Quality - Degree or grade of excellence.
Responsive - Responding; reacting or replying.
Satisfaction - Complete fulfilment of a need or want.
Service - Useful labour that does not produce a tangible commodity.
TAM - Technology Acceptance Model
EAM - E-Complaint Acceptance Model
SERVQUAL - E-Service Quality
WOM - Word-of-mouth. Informal oral communication: The rumour spread rapidly by word of mouth.
