Complaint Management: Which efforts to satisfy the complainers: the role of relationship quality?

The aim of this communication is to study the effectiveness of complaint management according to the quality of the relationship between the firm and the customer. We compare interactional (relational) and distributive (monetary) compensation in terms of preference for loyal and new customers. The results show that loyal customers prefer interactional efforts and purchase vouchers to refunding. New customers prefer distributive compensations and refunding.

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Year of publication:	2012-05-23
Authors:	Meyer-Waarden, Lars ; Sabadie, William
Institutions:	HAL
Subject:	complaint management \| theory of justice \| customer relationship management

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Extent:	application/pdf
Series:	Post-Print.
Type of publication:	Book / Working Paper
Notes:	View the original document on HAL open archive server: http://halshs.archives-ouvertes.fr/halshs-00685278 Published - Presented, 41st annual conference of European Marketing Association, 2012, Lisbon, Portugal
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10010550927