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JOURNALS & BOOKS

Gary L. Clark (Associate Professor of

Marketing at Saginaw Valley State University)

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

Author(s):

...Show all authors

Acknowledgements:

Note: This paper was subsequently

published in Journal of Services Marketing,

Volume 6 Number 1, 1992.

Abstract:

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.

Keywords:

Complaints, Consumer attitudes, Corporate

image, Marketing strategy

Type:

Research paper

Publisher:

MCB UP Ltd

Copyright:

© MCB UP Limited 1992

Published by MCB UP Ltd

Citation:

Gary L. Clark, Peter F. Kaminski, David R. Rin

k, (1992) "Consumer Complaints: Advice on

How Companies Should Respond Based on

an Empirical Study", Journal of Consumer

Marketing, Vol. 9 Issue: 3, pp.5-14, https://d

oi.org/10.1108/07363769210035189

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