Defensive Marketing Strategy by Customer Complaint Management: A Theoretical Analysis

1 November 1987

journal article
Published by JSTOR in Journal of Marketing Research

Vol. 24 (4) , 337
https://doi.org/10.2307/3151381

Abstract

On the basis of Hirschman's exit-voice theory, an economic model of defensive marketing strategy is developed for complaint management. Though many firms st...

Keywords

MODEL
VOICE
MARKETING STRATEGY
EXIT
COMPLAINT MANAGEMENT
HIRSCHMAN'S
DEFENSIVE MARKETING

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