Customer Perceptions of Corporate Responses to Product Complaints: The Role of Explanations

Using the justice and impression management literatures as a guide, researchers examined company responses to customer complaints in a field study. Explanations in which a company accepted responsibility for a problem resulted in the most favorable pattern of compliant reactions. Inclusion of coupons or other reimbursements also led to more favorable reactions. Favorable reactions were muted when the product in question was expensive or when the company was perceived to be tardy in responding to a complaint.