Customer complaints - tip of the iceberg

Abstract

There is a huge amount of dissatisfied customers who forgo making complains, and a number of articulated complaints, which have not been registered. This phenomenon gives rise to a discussion of the actual magnitude of the problem and its repercussions to service quality and market share. This paper addresses the problem of unrevealed customer dissatisfaction by making account of its magnitude, characteristics, and by providing a selection of recommended remedies.