Building a conceptual model of complaint management: theoretical insights

Abstract

This article addresses the problematic of complaint management as a strategic tool to awaken businesses which are not capable of satisfying consumers’ needs. To investigate this issue theoretical research is used. Authors of this article analyse theoretical insights of both foreign and Lithuanian authors. The research looks into the views various management representatives and researchers have on the essence and topicality of the complaint management concept and methods of forming complaint management. Finally, a theoretical conceptual model of complaint management is formed.