Modeling Industrial Buyer Complaints: Implications for Satisfying and Saving Customers

Abstract

For industrial marketers to retain customers it is important to understand the behavior that buyers undertake following an unsatisfactory purchase. The responses that individual consumers undertake when dissatisfied has been extensively analyzed, however, relatively little is known regarding industrial buyers. Drawing from studies of consumer complaint behavior, this paper develops and presents both a conceptual and testable model of industrial complaints. Several variables that describe buyer/seller relationships are introduced as influences on complaining behavior. Research addressing these relationships can offer major advances in serving and satisfying industrial customers.

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