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

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.

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Year of publication:	1992
Authors:	Clark, Gary L. ; Kaminski, Peter F. ; Rink, David R.
Published in:	Journal of Consumer Marketing. - MCB UP Ltd, ISSN 2052-1200, ZDB-ID 2032361-X. - Vol. 9.1992, 3, p. 5-14
Publisher:	MCB UP Ltd
Subject:	Complaints \| Consumer attitudes \| Corporate image \| Marketing strategy

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/07363769210035189 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014849054