CONSUMER COMPLAINT HANDLING AS A STRATEGIC MARKETING TOOL
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