How an open and encouraging approach to customer complaints can reduce churn - An experimental study focused on customer interactions in SaaS companies followed a service failure
Purpose: This thesis mainly aims to investigate how an open and encouraging approach to customer complaints can affect churn in software as a service companies. This by examining how the approach affects the presentation of complaints, dissatisfaction, negative word-of-mouth and customers repurchase intention followed by a service failure. Methodology: The thesis applies a quantitative approach c