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Purpose – The paper explores the nature of complaint satisfaction. It examines how contact\udemployees should behave and which qualities they should possess. The study also aims to explore\udthe comparability of results obtained from two laddering methods as the alternative techniques\udmay lead to different sets of attributes.\udDesign/methodology/approach – An exploratory study using the means-end approach and two\udladdering techniques (personal interviews and questionnaires) was conducted.\udFindings –While the personal interviews produced more depth in understanding, the results of\udthe two laddering methods are broadly similar. The research indicates that being taken seriously\udin the complaint encounter and the employee’s listening skills and competence are particularly\udimportant.\udResearch limitations/implications – Due to the exploratory nature of the study and the scope\udand size of its student sample, the results outlined are tentative in nature.\udPractical implications – If companies know what customers expect, contact employees may be\udtrained to adapt their behavior to their customers’ underlying expectations, which should have a\udpositive impact on customer satisfaction. For this purpose, the paper gives suggestions to\udmanagers to improve active complaint management.\udOriginality/value – The study was the first to successfully apply the means-end approach and\udtwo laddering techniques to the issue of complaint satisfaction. The paper has hopefully opened\udup an area of research and methodology that could reap considerable further benefits for\udresearchers interested in the area of customer complaint satisfaction

Developing a deeper understanding of the attributes of effective customer contact employees in personal complaint‐handling encounters