Complaints as opportunities

Jerry Plymire

112 citations0/0 files storedJournal of Consumer Marketing

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Customer Service Quality and Loyalty Marketing and Advertising Strategies Service and Product Innovation

Abstract

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.

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2012Air the anger: investigating online complaints on luxury hotels 1999Evaluating Service Encounters: A Cross-Cultural and Cross-Industry Exploration 1995Consumer complaint behaviour: the case of electrical goods 2004The effects of organizational responses to complaints on satisfaction and loyalty: a study of hotel guests in Northern Cyprus 2010Causes for complaining behaviour intentions: the moderator effect of previous customer experience of the restaurant 2002Understanding complaining responses through consumers' self‐consciousness disposition 2001A LONGITUDINAL STUDY OF THE EFFECT OF A SERVICE GUARANTEE ON SERVICE QUALITY 2000Complaining as planned behavior

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