Customer Complaints Management in Omni-Channel Fashion-Retail

Customer complaints are important to companies because they allow to find a service failure and increase customer satisfaction. Therefore, companies need to collect and manage customer complaints and then use it to improve their services. For many years, foreign researchers have been discussing the importance of customer complaints management. They say that customer complaints management have a positive effect on customer satisfaction and loyalty. Unfortunately, a lot of Russian companies have little regard for the handling of customer complaints. The aim of our research is to help fashion-retail companies to understand better their customer preferences and use it to improve the process of customer complaints management. In the first chapter of the research, we describe the basic concepts and theoretical models of customer complaints management. In the second chapter, we present the features of the Russian modern fashion-retail market. In the third chapter, we describe the results of an empirical study and draw up recommendations to improve the process of customer complaints management for fashion-retail companies.