The ways companies really answer consumer complaints

Abstract

Purpose

The purpose of this paper is to question whether companies follow a deliberate strategic internal pattern while responding to consumer complaints or they always offer consumers a fair redress.

Design/methodology/approach

A complaint sample from consumers addressed to the main Brazilian companies in four industries were examined. The responses directly provided to consumers were contrasted to those given after the mediation of Procon‐SP, the main Brazilian consumer protection agency. As an additional source of evidence a documentary research was conducted with other participants of the complaint process.

Findings

Results showed that companies retain or postpone the solution of complaints in order to discourage complainants, but once they appeal to consumer protection agencies their demands are satisfied, even when companies do not fully agree with them. This seems to reveal a strategic intent on their part.

Research limitations/implications

Although the sample examined was not probabilistic, the evidence generated by the data collection and also the documents examined confirmed the results, enhancing the findings.

Practical implications

Government and consumer protection organizations could use this information to envision new ways to perfect regulation in order to avoid a complaint increase.

Originality/value

The results call the attention to the ways companies respond to consumer complaints, suggesting they do have a strategic intent regarding the solutions provided that go beyond offering a fair redress, as is recommended by marketing models highlighting market orientation and consumer satisfaction.

Citation

Ryngelblum, A.L., Vianna, N.W.H. and Rimoli, C.A. (2013), "The ways companies really answer consumer complaints", Marketing Intelligence & Planning, Vol. 31 No. 1, pp. 54-71. https://doi.org/10.1108/02634501311292920