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Complaints as opportunities

Jerry Plymire (President of Synergistic Systems, a San rancisco‐based agency specializing in the measurement and improvement of service quality and organizational culture)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 February 1991

Abstract

Argues that, although reducing complaints has traditionally been equated with improved service, in actuality, the surest road to customer‐focused culture is through increased complaints. Envisions the encouragement of complaints as the route to greater contact between buyers and sellers and hence increased sales opportunities. Offers methods of generating complaints; of measuring feedback from customers; and finally, of increasing opportunities.

Keywords

Citation

Plymire, J. (1991), "Complaints as opportunities", Journal of Consumer Marketing, Vol. 8 No. 2, pp. 39-43. https://doi.org/10.1108/07363769110035009

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited