English   Danish

2017/2018  KAN-CSOCV1025U  Complaint management, Market oriented management and user based innovation

English Title
Complaint management, Market oriented management and user based innovation

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Quarter
Start time of the course Second Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 60
Study board
Study Board for MSc in Social Sciences
Course coordinator
  • Ricky Wilke - Department of Marketing (Marketing)
Main academic disciplines
  • Customer behaviour
  • Marketing
  • Strategy
Last updated on 13-02-2017

Relevant links

Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • Describe and discuss the various assumptions that underlie complaint management strategy.
  • Identify and analyze the relationship between models, concepts and theories from curriculum.
  • Select, explain and apply relevant key terms, definitions, concepts, theories and models covered in the course to analyze understand and explain consumer satisfaction, dissatisfaction and complaint behavior in different contexts.
  • Evaluate different complaint handling and complaint management systems approaches in concrete case situations.
  • Present a clear and coherent argument for your selection of key theories and models and follow academic conventions in your written presentation.
Course prerequisites
Under-graduate knowledge of the basic principles of marketing is expected of all students. For students that did not have a marketing course before, Kotlers (et al.) “Principles of Marketing” is required reading before starting this course.
Complaint management, Market oriented management and user based innovation:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 10 pages
Assignment type Case based assignment
Duration 72 hours to prepare
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
Description of the exam procedure

Based on one or more cases, the student must prepare a report which includes reflections on customer behavior and complaint handling, and management decisions.

Course content and structure

Most companies facing heavy competition try to be customer and market oriented. A lot of effort is put into customer surveys and ex post analysis to achieve market share. But research shows that companies are performing very poor when customers are dissatisfied and actively complaint (in Denmark and Sweden up to 25% of the consumers have experienced that companies are impolite when they complaint). This is a paradox that can question if companies are really market oriented? Therefore the return on investments from investments in complaint management systems and strategies can be large. This course is not only about how to deal with “internet-(..)storms” spread from disatisfied customers. The course deals with complaint management as the central part of customer relationship management and as a condition to become market oriented, to stay innovative and competitive. 

In this course students are introduced to customer behavior with special attention to dissatisfaction and complaining behavior, and to how complaint handling affects customer behavior. The students will be introduced to complaint strategy and management systems that are prerequisite for successful complaint handling and service recovery.

The course consists of lectures, guest lectures, workshops and discussions

Teaching methods
The course consists of lectures, guest lectures, workshops and discussions
Feedback during the teaching period
There will be feedback during workshops and smaller group-work sessions - where teacher give feed-back, but also where theacher faciliate student-to-student feedback.
Student workload
teaching/lectures 20 hours
workshops 12 hours
preparation 100 hours
final project 74 hours
Expected literature

S. S. Tax,S. W. Brown, & M. Chandrashekaran (1998). "Customer Evaluations of Service Complaint Ecperiences: Implications for Relationship Marketing". Journal of Marketing Vol. 60 (April 1998), pp. 60-76.


C. Homburg & A. Fürst (2005). "How Organizational Complaint Handling Drives Customer Loyalty:Am Analysis of the Mechanistic and the Organic Approach". Journal of Marketing, Vol. 69 (July 2005), pp. 95-114


Y. Gregoire, A. Salle & T.M. Tripp (2015). "Managing social media crises with your customers: The good, the bad, and the ugly". Business Horizons 58, pp. 173-182.


T. RIngberg, G. Odekerken-Schröder & G.L. Christensen (2007). "A Cultural Models Approach to Service Recovery". Journal of Marketing Vil. 71 (July 2007), pp. 194-214.

Last updated on 13-02-2017