Abstract
Purpose : The purpose of this research is to study how consumers use and perceived channels
of communication in the context of after-sales service, especially when they want to express a
complaint.
Methodology/Approach: The methodology adopted for this dissertation is a qualitative
research methodology designed with a critical realism philosophy and an Inductive approach.
Hence, in order to investigate customers' habits and desire in the context of after-sales service,
qualitative data have been collected with individual semi-structured interviews.
Findings: This investigation has emphasized that consumers are not comfortable with digital
or offline channels of communication when they want to complain. They use these channels by
habits but insist on their limits to each. Additionally, the human factor is gradually fading away
in businesses' after-sale service. Whereas, consumers ask for companies to provide them
successful after-sales service with reactivity and qualified agent. These limits prevent
companies from turning dissatisfied customers into satisfied and loyal consumers. Thus, the
removal of barriers between digital and offline channels have been evoked with the
Omnichannel strategy. This combination with last technologies toward human being has been
appreciated and even required by consumers, in their after-sales service experience.
Major contributions: In this dissertation, the researcher provides companies important
information to help them effectively to organize their communication channels to best handle
consumer complaints when they have a problem with a product.
