Handling Customer Queries and Complaints refers to the process of responding to customers’ questions, doubts, problems, and dissatisfaction regarding products or services. It involves listening carefully, understanding customer concerns, providing accurate information, and offering suitable solutions.
In Sales and Distribution Management, handling customer queries and complaints is an important responsibility because it directly affects customer satisfaction, trust, and loyalty. Organisations must establish effective communication systems to ensure that customers receive timely assistance and their problems are resolved professionally.
Meaning of Customer Queries
Customer Queries are questions or requests for information made by customers before, during, or after purchasing products and services. Customers may ask about product features, prices, availability, quality, payment methods, delivery schedules, warranties, and return policies.
Employees should respond to these queries with accurate and understandable information. Proper handling of customer queries helps customers make informed purchasing decisions, reduces confusion, and develops confidence in the organisation.
Meaning of Customer Complaints
Customer Complaints are expressions of dissatisfaction regarding products, services, employee behaviour, delivery, pricing, or other business activities. Customers may complain when products are defective, services are delayed, promises are not fulfilled, or expectations are not properly satisfied.
Organisations should treat complaints as opportunities to identify problems and improve their performance. Proper complaint handling helps restore customer confidence, reduce dissatisfaction, and maintain positive business relationships.
What are the Different Types of Customer Queries?
1. Product-Related Queries
Product-Related Queries are questions asked by customers about the features, quality, design, size, colour, materials, and performance of products. Customers generally ask these questions to understand whether a product meets their requirements. They may also enquire about product usage, benefits, specifications, and maintenance instructions. Employees should provide accurate and complete information to help customers make informed purchasing decisions. Proper handling of product-related queries reduces confusion, builds customer confidence, and improves the overall buying experience. It also helps organisations develop positive customer relationships.
2. Price-Related Queries
Price-Related Queries refer to questions concerning product prices, discounts, special offers, taxes, payment conditions, and additional charges. Customers often compare prices before purchasing products to ensure that they receive suitable value for their money. They may also ask about seasonal discounts, promotional schemes, and available payment options. Employees should explain pricing details clearly and honestly without providing misleading information. Proper handling of price-related queries reduces customer doubts, supports purchasing decisions, and creates transparency. It also helps businesses maintain customer trust and improve sales opportunities.
3. Availability-Related Queries
Availability-Related Queries are questions regarding the stock, quantity, variety, and availability of products or services. Customers may enquire whether a particular product is available in a specific size, colour, model, or location. They may also ask when unavailable products will be restocked. Employees should check inventory records and provide updated information about product availability. If a product is unavailable, they can suggest suitable alternatives or expected availability dates. Effective handling of these queries improves customer convenience, prevents unnecessary delays, and supports efficient inventory and distribution management.
4. Delivery-Related Queries
Delivery-Related Queries involve questions about order confirmation, dispatch, shipping charges, delivery dates, and order tracking. Customers want to know when their purchased products will reach their destination and whether delivery will occur within the promised period. They may also enquire about delays, incorrect addresses, and delivery arrangements. Employees should provide accurate updates and communicate any unexpected changes promptly. Proper handling of delivery-related queries reduces customer anxiety and improves the purchasing experience. It also demonstrates the organisation’s commitment to reliable distribution services and timely customer support.
5. Payment and Billing Queries
Payment and Billing Queries concern the different methods of payment, invoices, receipts, transaction status, instalments, and billing information. Customers may ask whether an organisation accepts cash, debit cards, credit cards, digital payments, or other payment methods. They may also seek clarification about incorrect bills, additional charges, failed transactions, or payment confirmation. Employees should explain payment procedures clearly and verify transaction details when necessary. Effective handling of these queries prevents financial misunderstandings, improves transparency, and creates confidence in the organisation’s payment and billing systems.
6. Warranty and After-Sales Service Queries
Warranty and After-Sales Service Queries relate to product guarantees, repair facilities, replacement policies, maintenance, and technical assistance. Customers may enquire about the warranty period, conditions for claiming repairs, service centres, and available support after purchasing a product. Employees should explain warranty terms and after-sales procedures accurately. They should also guide customers towards appropriate service facilities whenever required. Proper handling of these queries assures customers that the organisation provides assistance beyond the initial sale. It strengthens customer confidence, improves satisfaction, and encourages long-term relationships.
7. Return, Refund, and Exchange Queries
Return, Refund, and Exchange Queries involve questions about returning purchased products, receiving refunds, or exchanging defective and unsuitable items. Customers may enquire about eligibility conditions, required documents, deadlines, refund methods, and exchange procedures. Employees should explain organisational policies clearly and inform customers about the steps involved. They should also handle requests fairly according to the applicable terms and conditions. Proper handling of these queries reduces purchasing uncertainty and increases customer confidence. It demonstrates that the organisation values customer convenience and provides responsible post-purchase support.
8. Service and General Information Queries
Service and General Information Queries include questions about business operations, customer support, service procedures, company policies, and contact details. Customers may ask about working hours, branch locations, booking procedures, service availability, or how to contact the appropriate department. Employees should provide clear, relevant, and updated information through suitable communication channels. These queries may appear simple, but incorrect answers can create confusion and dissatisfaction. Effective handling improves customer convenience, saves time, and creates a positive organisational image. It also supports smooth communication between customers and business representatives.
What are the Major Types of Customer Complaints Faced by Business Organisations?
1. Product Quality Complaints
Product Quality Complaints arise when customers find that purchased products do not meet expected quality standards. These complaints may relate to defective materials, poor design, damaged items, improper functioning, or differences between advertised and actual product features. Customers may request repairs, replacements, or refunds when products fail to satisfy their expectations. Organisations should investigate these complaints and identify the reasons behind quality problems. Proper quality control and corrective measures help reduce repeated complaints. Addressing product quality issues improves customer satisfaction, protects brand reputation, and strengthens customer confidence.
2. Delivery and Shipping Complaints
Delivery and Shipping Complaints occur when customers experience problems with the transportation and delivery of purchased products. Common issues include delayed delivery, damaged packages, incorrect products, missing items, and delivery to the wrong address. Customers may become dissatisfied when organisations fail to fulfil promised delivery schedules. Businesses should examine order records, coordinate with delivery partners, and provide timely updates. They should also take corrective action when mistakes occur. Efficient delivery management reduces customer frustration, improves distribution performance, and develops confidence in the organisation’s ability to fulfil orders.
3. Pricing and Billing Complaints
Pricing and Billing Complaints arise when customers experience problems related to product prices, incorrect invoices, unexpected charges, discounts, taxes, or payment transactions. Customers may complain when the amount charged differs from the advertised price or agreed purchasing terms. Such issues can create financial misunderstandings and reduce customer trust. Organisations should verify billing records, explain charges transparently, and correct genuine errors quickly. Maintaining accurate pricing information and proper accounting procedures helps prevent these complaints. Effective resolution improves customer confidence and demonstrates the organisation’s commitment to fair business practices.
4. Poor Customer Service Complaints
Poor Customer Service Complaints occur when customers are dissatisfied with the behaviour, attitude, or performance of employees. These complaints may involve rude communication, delayed responses, lack of attention, unhelpful assistance, or improper handling of enquiries. Customers expect respectful and professional treatment during every interaction. Organisations should provide communication training and establish clear service standards for employees. Managers should also monitor customer feedback and take corrective action when necessary. Improving employee behaviour enhances customer experience, strengthens business relationships, and creates a positive organisational image.
5. Warranty and Repair Complaints
Warranty and Repair Complaints arise when customers face difficulties obtaining repairs, replacements, or technical assistance for purchased products. Common problems include delayed repairs, rejection of genuine warranty claims, unavailability of spare parts, and poor service centre support. Customers may become frustrated when organisations fail to provide assistance according to their warranty commitments. Businesses should communicate warranty conditions clearly and establish efficient service procedures. Timely repairs and fair warranty support improve customer satisfaction. They also demonstrate organisational responsibility and encourage customers to maintain long-term relationships with the business.
6. Return, Refund, and Exchange Complaints
Return, Refund, and Exchange Complaints occur when customers face difficulties returning products, obtaining refunds, or exchanging unsuitable and defective items. Problems may include unclear policies, lengthy procedures, delayed refunds, and refusal of eligible exchange requests. Customers expect organisations to follow fair and transparent return policies. Businesses should explain the conditions clearly and process genuine requests within a reasonable period. Efficient return and refund management reduces customer dissatisfaction and purchasing risks. It also improves customer confidence and demonstrates that the organisation values customer rights and convenience.
7. Communication and Information Complaints
Communication and Information Complaints arise when customers receive incomplete, incorrect, confusing, or misleading information from business representatives. These complaints may involve inaccurate product descriptions, unclear policies, contradictory statements, or failure to provide important updates. Poor communication can create unrealistic expectations and misunderstandings between customers and organisations. Businesses should ensure that employees have proper product knowledge and access to updated information. They should also maintain consistent communication across different channels. Accurate information and timely updates reduce confusion, strengthen trust, and improve customer relationships.
8. Online and Digital Service Complaints
Online and Digital Service Complaints are related to problems customers experience while using websites, mobile applications, digital payment systems, and online customer support services. Common complaints include website errors, failed transactions, login difficulties, incorrect online information, and unresponsive chat support. Such problems can interrupt purchasing activities and create customer frustration. Organisations should regularly maintain their digital platforms, improve cybersecurity, and provide effective technical assistance. Quick resolution of digital service problems improves online customer experience, supports business credibility, and strengthens customer satisfaction in the digital marketplace.
What are the Different Stages Involved in the Process of Handling Customer Queries and Complaints?
Stage 1. Receiving Customer Queries and Complaints
The first stage involves Receiving Customer Queries and Complaints through different communication channels, such as face-to-face conversations, telephone calls, emails, websites, social media, and customer service platforms. Organisations should make it easy for customers to communicate their questions and problems. Employees must welcome customers politely and record their concerns accurately. Proper registration helps businesses maintain organised complaint records and avoid missing important information. This stage creates the foundation for effective communication and ensures that every customer receives appropriate attention and assistance.
Stage 2. Listening Carefully to Customers
The second stage involves Active Listening, where employees give complete attention to customers while they explain their queries or complaints. They should avoid unnecessary interruptions and allow customers to express their concerns freely. Employees must listen patiently, understand the customer’s feelings, and identify important details. Asking relevant questions can help clarify confusing information. Active listening makes customers feel respected and valued. It also prevents misunderstandings and helps employees understand the actual problem before providing information or suggesting suitable solutions.
Stage 3. Understanding and Identifying the Problem
After listening, employees should focus on Understanding and Identifying the Actual Problem. They must examine the customer’s statements and determine whether the issue concerns product quality, pricing, delivery, payment, warranty, or customer service. Sometimes, the stated complaint may not reveal the main reason for dissatisfaction. Therefore, employees should ask appropriate questions and verify relevant information. Correct identification prevents unsuitable responses and unnecessary delays. It also helps organisations select effective solutions according to the customer’s requirements and the nature of the problem.
Stage 4. Collecting and Verifying Relevant Information
The fourth stage involves Collecting and Verifying Relevant Information to understand the situation accurately. Employees may require order numbers, invoices, transaction details, product information, delivery records, photographs, or previous communication records. They should check these details using organisational databases and available records. Verification helps identify mistakes, confirm customer claims, and understand the circumstances behind the problem. Accurate information prevents incorrect decisions and supports fair complaint resolution. This stage also helps businesses maintain proper documentation for future reference and organisational improvement.
Stage 5. Providing Appropriate Information and Solutions
Once the problem is understood and verified, employees should Provide Appropriate Information and Solutions according to customer requirements and organisational policies. For general queries, they should give accurate explanations about products, prices, availability, delivery, and services. For complaints, they may suggest repairs, replacements, refunds, or other suitable corrective measures. Employees should explain the available options clearly and avoid making unrealistic promises. Appropriate solutions reduce dissatisfaction, restore customer confidence, and demonstrate the organisation’s commitment to providing quality service.
Stage 6. Taking Necessary Corrective Action
The sixth stage involves Taking Corrective Action to resolve the identified problem. Employees should complete the required steps within a reasonable period and coordinate with relevant departments whenever necessary. Actions may include correcting invoices, replacing damaged products, arranging delayed deliveries, processing refunds, or providing technical assistance. Organisations should assign responsibility to appropriate employees and monitor the progress of unresolved cases. Timely corrective action prevents repeated inconvenience and demonstrates accountability. It also helps businesses maintain service standards and improve customer satisfaction.
Stage 7. Confirming Customer Satisfaction
After providing a solution, employees should Confirm Customer Satisfaction by checking whether the customer’s query has been answered or complaint has been resolved successfully. They may contact customers through telephone calls, emails, messages, or direct conversations. Employees should invite customers to share their opinions about the solution and identify whether additional assistance is required. This stage ensures that the organisation has addressed the customer’s actual concern rather than simply closing the complaint. Confirmation also helps businesses evaluate service quality and identify areas requiring improvement.
Stage 8. Recording and Following Up
The final stage involves Recording and Following Up on customer queries and complaints. Organisations should maintain records of the issue, actions taken, solutions provided, and customer responses. These records help management identify repeated problems and evaluate employee performance. Follow-up communication ensures that customers remain satisfied after receiving assistance. It also demonstrates continued organisational commitment. Analysing complaint records helps businesses improve products, services, and internal procedures. Therefore, proper documentation and follow-up support long-term customer relationships and continuous organisational improvement.
What Strategies Can Organisations Adopt for Effective Handling of Customer Queries and Complaints?
1. Practising Active Listening
Organisations should encourage employees to practise Active Listening while interacting with customers. Employees must give full attention, avoid unnecessary interruptions, and allow customers to explain their questions or problems. They should understand the customer’s actual requirements before providing answers or solutions. Asking relevant questions helps clarify important details and prevents misunderstandings. Active listening also makes customers feel respected and valued. This strategy improves communication, identifies the root cause of dissatisfaction, and enables employees to provide appropriate assistance effectively.
2. Providing Quick and Timely Responses
Quick and Timely Responses are essential for effective handling of customer queries and complaints. Organisations should establish proper systems to ensure that customer enquiries are acknowledged and answered within a reasonable period. Delayed responses may increase customer frustration and reduce confidence in the business. Employees should provide immediate answers whenever possible and inform customers when additional investigation is required. Timely communication demonstrates professionalism and responsibility. It also reduces unnecessary waiting, improves customer convenience, and creates a positive service experience.
3. Maintaining Polite and Professional Communication
Organisations should ensure that employees maintain Polite and Professional Communication during every customer interaction. Employees must use respectful language, remain patient, and avoid arguments or negative reactions. They should communicate information clearly and maintain a helpful attitude, even when customers are dissatisfied or angry. Professional behaviour creates a positive impression and reduces the possibility of conflicts. Organisations can provide communication training to improve employee behaviour. This strategy strengthens customer relationships, builds confidence, and improves the overall reputation of the business.
4. Developing Proper Product and Service Knowledge
Product and Service Knowledge enables employees to answer customer queries accurately and handle complaints effectively. Organisations should provide regular training about product features, prices, quality, warranties, delivery procedures, payment methods, and organisational policies. Employees should also receive updated information whenever products or services change. Proper knowledge helps them explain details confidently and recommend suitable solutions. It reduces incorrect information and unnecessary transfers between departments. Therefore, continuous employee training improves service quality, customer satisfaction, and organisational efficiency.
5. Showing Empathy and Understanding
Organisations should encourage employees to demonstrate Empathy and Understanding when customers express dissatisfaction. Employees must recognise customer feelings and respond with patience, kindness, and genuine concern. They should acknowledge inconvenience and avoid blaming customers for problems. When an organisation is responsible for an issue, employees should communicate an appropriate apology. Empathetic behaviour helps reduce frustration and creates a supportive environment for resolving complaints. This strategy makes customers feel valued and strengthens trust, satisfaction, and long-term relationships.
6. Establishing Clear Complaint-Handling Procedures
Clear Complaint-Handling Procedures help organisations manage customer problems systematically. Businesses should establish proper guidelines for receiving complaints, recording information, investigating issues, assigning responsibility, and providing solutions. Employees must understand their authority and know when complicated cases should be referred to senior managers. Organisations should also define reasonable response and resolution timelines. Standard procedures reduce confusion and ensure consistent treatment of customers. They improve accountability, prevent complaints from being ignored, and support efficient resolution of customer problems.
7. Using Technology and Maintaining Customer Records
Organisations should use Technology and Customer Relationship Management (CRM) Systems to improve customer service. Digital platforms help businesses receive enquiries, record complaints, track their progress, and maintain communication histories. Email, websites, mobile applications, social media, and chatbots provide convenient channels for customer assistance. Proper customer records help employees understand previous interactions and provide consistent responses. Technology also helps managers identify repeated complaints and service weaknesses. This strategy improves response efficiency, communication convenience, and the overall quality of customer support.
8. Collecting Feedback and Providing Follow-Up
Organisations should regularly Collect Customer Feedback and Provide Follow-Up after handling queries and complaints. Feedback helps businesses understand whether customers are satisfied with the answers and solutions provided. Companies can collect opinions through surveys, emails, telephone calls, reviews, and direct conversations. Follow-up communication confirms that problems have been resolved successfully. Management should analyse feedback and take corrective action to prevent similar issues. This strategy encourages continuous improvement, strengthens customer confidence, increases loyalty, and supports long-term organisational growth.
What Is the Role of Technology in Handling Customer Queries and Complaints?
1. Customer Relationship Management (CRM) Systems
Customer Relationship Management (CRM) Systems help organisations manage customer information, queries, complaints, and communication records in one place. These systems store customer details, purchase history, previous complaints, and service requests. Employees can access this information to understand customer requirements and provide appropriate assistance. CRM systems also help managers monitor complaint resolution and employee performance. By maintaining organised records, businesses can avoid repeated questions and improve service quality. Therefore, CRM technology supports efficient customer communication and long-term relationship building.
2. Chatbots and Artificial Intelligence
Chatbots and Artificial Intelligence (AI) help organisations provide automated responses to common customer queries. Chatbots can answer questions about product features, prices, order status, delivery schedules, and business policies. They are available through websites, mobile applications, and messaging platforms. AI systems can also analyse customer messages and direct complicated complaints to appropriate employees. These technologies reduce waiting time and provide continuous assistance. They improve customer convenience and reduce the workload of customer service teams, allowing employees to focus on more complex problems.
3. Email and Automated Communication
Email and Automated Communication Systems enable organisations to respond to customer queries and complaints efficiently. Customers can send detailed questions, attach documents, and explain their problems through email. Businesses can use automated messages to acknowledge complaints, confirm orders, provide updates, and communicate resolution status. These systems also maintain written records of customer interactions for future reference. Professional email communication improves transparency and reduces misunderstandings. Therefore, email technology supports organised customer service and helps businesses maintain regular communication with customers.
4. Social Media Platforms
Social Media Platforms such as Facebook, Instagram, and other networking channels provide convenient opportunities for customer interaction. Customers can ask questions, share opinions, report problems, and communicate their experiences publicly or privately. Organisations can respond to enquiries, clarify information, and address complaints through these platforms. Social media also helps businesses identify customer dissatisfaction and monitor public feedback. Quick and professional responses create positive impressions and protect brand reputation. Therefore, social media technology plays an important role in modern customer communication and complaint management.
5. Online Complaint Management Systems
Online Complaint Management Systems allow customers to register their complaints through websites and digital service portals. These systems generate complaint reference numbers, record relevant details, and help customers track the progress of their requests. Employees can assign complaints to responsible departments and monitor resolution deadlines. Managers can also review pending cases and identify delays. This organised approach reduces paperwork and prevents complaints from being overlooked. Online complaint management improves accountability, transparency, and efficiency while making the complaint-resolution process more convenient for customers.
6. Mobile Applications and Self-Service Portals
Mobile Applications and Self-Service Portals allow customers to access support services without depending entirely on customer service employees. Customers can check order status, read frequently asked questions, update personal details, submit complaints, and request assistance through digital platforms. These facilities are available through smartphones and computers, providing greater flexibility. Self-service options also reduce waiting time and help organisations manage routine enquiries efficiently. By offering convenient digital support, businesses improve customer experience, save operational resources, and make information easily accessible.
7. Data Analytics and Customer Feedback Tools
Data Analytics and Customer Feedback Tools help organisations understand customer behaviour, identify repeated complaints, and evaluate service quality. Businesses can analyse complaint records, customer reviews, satisfaction surveys, and service reports to identify common problems. This information helps management understand whether issues are related to product quality, pricing, delivery, or employee behaviour. Organisations can use these findings to improve products and customer service policies. Technology-based analysis supports informed decision-making, prevents recurring problems, and encourages continuous improvement in customer relationship management.
8. Video Conferencing and Real-Time Support
Video Conferencing and Real-Time Support Technologies enable organisations to communicate with customers through live digital interactions. Video calls, live chat, and screen-sharing facilities help employees explain complicated procedures, demonstrate product usage, and provide technical assistance. Customers can describe their problems directly and receive immediate guidance. These tools are particularly useful for businesses serving customers across different geographical locations. Real-time communication improves understanding and reduces delays. Therefore, these technologies strengthen customer support, improve service accessibility, and create more effective customer interactions.
What Is the Importance of Handling Customer Queries and Complaints in Business Organisations?
1. Improves Customer Satisfaction
Customer Satisfaction is one of the most important benefits of effectively handling customer queries and complaints. When organisations provide accurate information and resolve problems quickly, customers develop positive experiences. Employees who listen carefully and offer suitable solutions help customers feel respected and valued. Proper complaint management also reduces frustration caused by defective products, delayed deliveries, or poor services. Satisfied customers are more likely to continue purchasing from the organisation. Therefore, effective query and complaint handling improves service quality and strengthens customer relationships.
2. Builds Customer Trust and Confidence
Effective handling of queries and complaints helps organisations develop Customer Trust and Confidence. Customers expect businesses to provide honest information, respond responsibly, and fulfil their commitments. When employees communicate clearly and resolve problems fairly, customers become more confident in the organisation. Transparency during complaint resolution also demonstrates that the business values customer concerns. Trust reduces uncertainty and encourages customers to maintain their association with the organisation. Therefore, professional customer support creates a reliable business image and strengthens long-term customer relationships.
3. Increases Customer Loyalty and Retention
Customer Loyalty and Retention improve when organisations provide consistent assistance and resolve customer problems effectively. Customers are more likely to remain associated with businesses that listen to their concerns and provide satisfactory solutions. Proper complaint handling can restore customer confidence even after an unpleasant experience. Loyal customers often make repeat purchases and develop long-term relationships with the organisation. Retaining existing customers also reduces the need for continuous spending on attracting new buyers. Thus, effective customer support contributes to stable business performance.
4. Improves Product and Service Quality
Customer queries and complaints provide valuable information about Product and Service Quality. Customers may identify defects, design problems, delivery difficulties, or weaknesses in customer support. Organisations can analyse these issues and introduce necessary improvements. Repeated complaints may reveal problems that management has not identified through internal monitoring. By using customer feedback, businesses can improve product specifications, service procedures, and operational standards. This continuous improvement increases customer satisfaction and helps organisations offer better products and services in competitive markets.
5. Strengthens Brand Image and Reputation
Professional handling of customer queries and complaints helps develop a positive Brand Image and Business Reputation. Customers often judge organisations by how employees respond to their questions and problems. Polite communication, timely assistance, and fair solutions create favourable impressions. Satisfied customers may recommend the business to others and share positive experiences through reviews and social media. In contrast, ignored complaints can damage organisational credibility. Therefore, effective customer support protects brand reputation, attracts potential buyers, and strengthens the organisation’s market position.
6. Reduces Customer Conflicts and Business Losses
Effective complaint management helps organisations Reduce Customer Conflicts and Business Losses. Unresolved problems can create arguments, negative reviews, customer switching, and financial disputes. Quick investigation and suitable solutions prevent minor issues from becoming serious conflicts. Employees can explain policies clearly, correct mistakes, and offer fair assistance. This reduces unnecessary disputes and protects business relationships. Proper handling also helps organisations avoid repeated operational errors. Therefore, timely complaint resolution saves resources, reduces potential losses, and supports smoother business operations.
7. Increases Sales and Revenue Opportunities
Handling customer queries effectively creates opportunities for Increased Sales and Revenue. Customers often ask questions before purchasing because they need information about product features, prices, quality, and benefits. Employees who provide accurate answers help customers make informed decisions. Proper complaint resolution also encourages dissatisfied customers to continue purchasing rather than switching to competitors. Positive customer experiences generate repeat business and recommendations. Therefore, effective communication and support contribute to higher conversion rates, stronger customer retention, and improved organisational revenue.
8. Supports Long-Term Organisational Growth
Long-Term Organisational Growth depends on maintaining customer satisfaction, improving services, and developing reliable business relationships. Handling customer queries and complaints provides organisations with valuable information about market expectations and operational weaknesses. Management can use this information to improve policies, employee training, product quality, and customer service systems. Strong customer relationships encourage repeat purchases and positive recommendations. These benefits improve competitiveness and business stability. Therefore, effective query and complaint management is an important part of sustainable organisational development and long-term success.
