To read the full version of this content please select one of the options below:

Consumer Complaints: Advice on How Companies Should Respond Based on an Empirical Study

Gary L. Clark (Associate Professor of Marketing at Saginaw Valley State University)
Peter F. Kaminski (Professor of Marketing at Northern Illinois University)
David R. Rink (Professor of Marketing at Clarion State University)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 March 1992

Abstract

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.

Keywords

Citation

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

Publisher

:

MCB UP Ltd

Copyright © 1992, MCB UP Limited