Reports on a study to investigate the impact of customer satisfaction of different types of company responses to letters of complaint. Considers the effects on consumers of various defensive marketing strategies: letter and free good, letter only, and no response. Surmises that the results support the notion that appropriate defensive marketing strategies can improve the company′s image among customers who write complaint letters.
Clark, G.L., Kaminski, P.F. and Rink, D.R. (1992), "Consumer Complaints: Advice on How Companies Should Respond Based on an Empirical Study", Journal of Consumer Marketing, Vol. 9 No. 3, pp. 5-14. https://doi.org/10.1108/07363769210035189
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