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Consumer Evaluations of Responses to Complaints: What′s Fair and Why

Cathy Goodwin (Assistant Professor of Marketing at the University of Alaska, Fairbanks.)
Ivan Ross (Professor of Marketing at the University of Minnesota's Carlson School of Management in Minneapolis.)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 March 1990

Abstract

States how marketers have been traditionally advised to allow unhappy customers to voice their opinions freely, offering apologies. Suggests that theories of procedural fairness such as equity theory can provide understanding of the effectiveness of such complaint‐handling strategies. Argues that an apology cannot compensate for lack of a tangible outcome such as a refund. Concludes with a consideration of how marketers may be able to satisfy their complainers more effectively.

Keywords

Citation

Goodwin, C. and Ross, I. (1990), "Consumer Evaluations of Responses to Complaints: What′s Fair and Why", Journal of Services Marketing, Vol. 4 No. 3, pp. 53-61. https://doi.org/10.1108/EUM0000000002519

Publisher

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MCB UP Ltd

Copyright © 1990, MCB UP Limited