Journal of Consumer Marketing · 1991 · 111 citations · 0 references
BusinessMarketingMarketing ManagementConsumer BehaviorCustomer Relationship ManagementServices MarketingComplaint HandlingComplaint ManagementComplaint ResolutionCustomer Feedback AnalysisCustomer SatisfactionCustomer Service ManagementComplaint Feedback SystemsConsumer Complaint BehaviorCustomer Complaint BehaviorCustomer Complaint ResolutionCustomer Complaints ManagementService Complaint HandlingService Complaint ManagementService Complaints Analysis
Argues that, although reducing complaints has traditionally been equated with improved service, in actuality, the surest road to customer‐focused culture is through increased complaints. Envisions the encouragement of complaints as the route to greater contact between buyers and sellers and hence increased sales opportunities. Offers methods of generating complaints; of measuring feedback from customers; and finally, of increasing opportunities.