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)
1285
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