Abstract
Customer complaints are crucial areas where organizations tend to pay enormous attention to, because they are inevitable and should be handled appropriately with utmost efficiency. The study is an exploratory study that attempts to examine the importance of handling customer complaints and how it can help in enhancing marketing effectiveness. This paper discussed the concepts of handling customer complaints by previous scholars. Furthermore, the paper discussed the different types of complainers, causes of customer complaints and also discussed the remedies or steps towards handling customer complaints and finally, how handling customer complaints can improve marketing effectiveness. The study concludes that an error-free services or transactions are almost impossible and that complaints are inevitable, and every organization encounter customer who complain. In other words, the study recommends, that firms should endeavor to minimize the level of service failure and provide quality complaint handling channels and departments to resolve customers complaints when they arise.