Research by the White House Office of Consumer Affairs suggests that 96% of dissatisfied customers do not complain. However, they do tell an average of nine friends about their experience. On the other hand, a study by British Airways revealed that 87% of customers who do complain do not defect to other carriers. Organisations should therefore encourage customers to explain when they are dissatisfied. They must also have excellent handling procedures. The following is a model of complaint handling suggested by the Better Business Bureau, an American non-profit consumer agency.[1]
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