Complaints communication management as a part of customer service of multinational corporations operating in Poland

This thesis concerns the impact of cultural differences on complaint management strategies in the context of Polish branches of multinational enterprises (MNEs). The first chapter presents theories of consumer behaviour, the significance and role of consumer complaints for enterprises, theoretical models of complaint and customer dissatisfaction management based on a literature review. The second chapter focuses on a qualitative study conducted through interviews with managers responsible for customer complaints in five branches of multinational enterprises operating in Poland. The obtained data allowed for identifying cultural differences present in Poland and their influence on complaint management procedures. The perception of the Polish market as a unique culture was examined by inquiring about the approach of the foreign headquarters regarding the adaptation of procedures to local needs, evaluating the managers’ perspectives on existing procedures and their limitations, and assessing mechanisms for measuring procedural adjustments to local expectations. The study centres on the Polish branches of MNEs with the aim of analysing how complaint resolution procedures are tailored to cultural differences present in the Polish market while considering the extent of influence from the central headquarters of the parent company. The research aims to determine to what extent cultural differences are considered in complaint management strategies and whether Polish branches have autonomy in shaping complaint procedures. The study results shed light on the cultural adaptability of complaint management strategies and emphasize the importance of adapting to the local market in enhancing customer satisfaction and reinforcing the enterprise’s reputation.