A content analysis of complaints and compliments

摘要

The research question focused on in this study is whether complaint and compliment contain different service quality attributes. A sample of 236 complaints and 69 compliments collected by a public transport company were analyzed by means of the critical incident technique. The results of previous research were confirmed and showed that perceived service quality attributes in public transport involve employee behavior, reliability, simplicity and design. It was further concluded that reliability of service causes frequently more complaints than compliments. How customers are treated by the employees was found to be more frequent in compliments.