CONSUMER COMPLAINT HANDLING AS A STRATEGIC MARKETING TOOL
Mary C. Gilly
(Assistant Professor of Administration in the Graduate School of Management at the University of California, Irvine)
Richard W. Hansen
(Professor of Marketing at Southern Methodist University)
1173
Abstract
Effective complaint‐handling by an organization can result in such benefits as consumer satisfaction, company / brand loyalty, favorable word‐of‐mouth publicity and decreased litigation. Therefore, organizations should consider the application of strategic marketing concepts when establishing complaint‐handling policies. Alternative strategies are proposed and a model for formulating a complaint‐handling strategy is described.
Citation
Gilly, M.C. and Hansen, R.W. (1985), "CONSUMER COMPLAINT HANDLING AS A STRATEGIC MARKETING TOOL", Journal of Consumer Marketing, Vol. 2 No. 4, pp. 5-16. https://doi.org/10.1108/eb008139
Publisher
:MCB UP Ltd
Copyright © 1985, MCB UP Limited