CONSUMER COMPLAINT HANDLING AS A STRATEGIC MARKETING TOOL

CONSUMER COMPLAINT HANDLING AS A STRATEGIC MARKETING TOOL

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 complain...

Ausführliche Beschreibung

Gespeichert in:
Bibliographische Detailangaben
Veröffentlicht in:The Journal of consumer marketing 1985-04, Vol.2 (4), p.5-16
Hauptverfasser: Gilly, Mary C., Hansen, Richard W.
Format: Artikel
Sprache:eng
Schlagworte:
Brand loyalty
Complaints
Consumer behavior
Consumers
Cost
Customer Complaints
Customer relations
Customer services
Customers
Factors
Litigation
Marketing
Marketing management
Marketing Planning
Policy making
Products
Revenue
Strategic planning
Online-Zugang:Volltext
Tags: Tag hinzufügen
Keine Tags, Fügen Sie den ersten Tag hinzu!
Beschreibung
Zusammenfassung: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.
ISSN:0736-3761
2052-1200
DOI:10.1108/eb008139