Towards A New Model of ‘Customer Compliance’ Service Provision Edward Kasabov and Alex J Warlow KEYWORDS: customer centricity, online services, service recovery, customer (dis)satisfaction 1 Edward Kasabov is an ESRC/EPSRC AIM Research Associate in the Advanced Institute of Management Research (AIM), London, WC1B 5DN. Edward is a also a Leader of RM Group and Senior Lecturer, Coventry University Business School, Coventry, CV1 2DS. email:
[email protected]. tel. 0044-7981568528. Alex J Warlow is an Institute of Direct Marketing Fellow and the Director of Noridol Ltd., Wales SA63 4RD. email:
[email protected]. tel. 0044-7917147906. 2 ABSTRACT Purpose: In the last 10 years, businesses taking advantage of market deregulation, call-centre, Intranet and Internet technology have broken traditional marketing norms and path dependent customer management practices. These businesses offer substantially lower prices and good customer service. In spite of anecdotal evidence of the high level of service complaints in the press, these businesses are expanding rapidly by growing the market and by taking share from traditional suppliers. Service failure recovery and complaint management are two areas which are extensively re-designed by such businesses. This paper identifies and examines such new practices. The authors suggest that the traditional ‘customer-centricity’ model is being replaced by a ‘customer-compliance business model’ (CCBM) of service provision. This new model and its propositions defy conventional thinking in the areas of service recovery and complaint management. Design/Methodology/Approach: Available data and research are reviewed, in an attempt to understand CCBM. Differences with the customer-centricity model are discussed.