Citations
According to a recent Econsultancy/Toluna survey, 48% of UK consumers find the telephone the most frustrating customer service channel, while 44% prefer to contact firms by email (Charlton, 2011).
The introduction of online agents or systems is often motivated by a company’s wish to provide cost-efficient interaction solutions, for instance, by replacing human-to-human service encounters (Salomonson, et al., 2013).
Top management has to identify and allocate the management resources to enable the complaints-handling process to function effectively (Ang & Buttle, 2012).
Managers should provide active feedback, including notifications about procedures, delays and decisions (George, Graham, & Lennard, 2007).
Customers often switch to an alternative service provider or another firm not only because of bad service, but also because of the unacceptable responses to customers (Keaveney, 1995).

References
Ang, L., & Buttle, F. (2012). Complaints-handling processes and organizational benefits: An ISO 10002-based investigation. Journal of Marketing Management, 28(9/10), 1021-1042.
Charlton, G. (2011, October 11). Why online customer service is important: Infographic. Retrieved from https://econsultancy.com/blog/8130-why-online- customer-service-is- important-infographic/
George, M., Graham, C., & Lennard, L. (2007, April 1). Complaint handling: Principles and best practices. Retrieved from https://www2.le.ac.uk/departments/law/research/cces/documents/Complainthandling- PrinciplesandBestPractice-April2007_000.pdf
Keaveney, S. (1995). Customer switching behavior in services industries: An exploratory study. Journal of Marketing, 59(2), 71-82.
Salomonson, N., Allwood, J., Lind, M., & Alm, H. (2013). Comparing human-to-human and human-to-AEA communication in service encounters. Journal of Business Communication, 50(1), 87-116
Fan, Y. W.,