Customer Compliments as More Than Complementary Feedback

Abstract

Customer compliments as under-researched forms of customer feedback are examined and ten propositions developed. Some preliminary findings from a pilot study are also presented in support of an extended set of motivations to explain complimenting behavior, that is, Complimenting behavior = f(delight, expected benefits, involvement, social norms, and personal and situational factors). Managerial and marketing implications are discussed throughout the paper, including a recommended four step process firms may use to capitalize on the potential that customer compliments offer: 1. Encourage compliments. 2. Recognize and capture compliments. 3. Understand compliments. 4. Act on compliments.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 36 citations exist upstream.