CONSUMER COMPLAINT HANDLING AS A STRATEGIC MARKETING TOOL

1 April 1985

journal article
review article
Published by Emerald Publishing in Journal of Consumer Marketing

Vol. 2 (4) , 5-16
https://doi.org/10.1108/eb008139

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.

Keywords

CUSTOMER LOYALTY
CUSTOMER SATISFACTION
CONSUMER BEHAVIOUR

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