①Commitment - The organization should be actively committed to defining and implementing a complaints-handing process.

②Capacity - Suffiecient resources should be made available for and committed to compliants handing, and should be managed effectively and efficiently.

③Transparency - The complaints-handling process should be communicated to customers, personnel and other relevant interested parties. Individual complainants should be provieded with adequate information about the handling of their complaint.

④Accessibility - The process for handling complaints must be easily accessible and available to all complainants, with information provided in a clear and understandable manner, and alternative methods should be provided to assist with any difficulties that may arise from language or format.

⑤Responsiveness - The organization should adress the needs and expectations of customers with respect to complaints handling.

⑥Objectivity - Each complaint should be addressed in an equitable, objective and unbiased manner through the complaints-handling process.

⑦Charges - Acess to the complaints-handling process should be free of charge to the complainant.

⑧Information integrity - The organization should ensure that the information about its complaints handling is accurate and not misleading, and that data collected are relevant, correct, complete, meaningful and useful.

⑨Confidentiality - The personal information of the complainant should only be used when necessary for the complaint handling process and should be protected unless the customer agrees to disclosure of such information.

⑩Customer-foucused approach - The organization should adopt a customer-focused approach with respect to handling complaints and should be open to feedback.

⑪Acountability - The organization should establish and maintain accountability for, and reporting on, the decisions and actions with respect to complaints handling.

⑫Improvement - Increased effectiveness and efficiency of the complaints-handling process should be a permanent objective of the organization.

⑬Competence - Organization personnel should have the personal attributes, skills, training, education and experience necessary to handle complaints.

⑭Timeliness - Compliants should be handled as expeditiously as feasible given the nature of the complaint and of the process used.

•  Establishing a systematic management system for handling customer complaints.

•  Systematic handling of customer complaints lead to improved customer satisfaction on an individual level as well as overall customer satisfaction performance.

•  Preventing customer attrition through improving customer service.

•  Improvement of customer level and increase in consumer awareness of rights.

•  Response to customer inquiries due to product and service diversification.

•  Enhancement of customer trust through providing a systematic customer complaint handling process.

•  Securing a competitive edge and continuous improvement of customer satisfaction by systematically responding to and managing customer complaints.