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Defensive Marketing Strategy by Customer Complaint Management: A Theoretical Analysis
Home
Publications
Defensive Marketing Strategy by Customer Complaint Management: A Theoretical Analysis
Defensive Marketing Strategy by Customer Complaint Management: A Theoretical Analysis
CF
Claes Fornell
Claes Fornell
BW
Birger Wernerfelt
Birger Wernerfelt
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1 November 1987
journal article
Published by
JSTOR
in
Journal of Marketing Research
Vol. 24
(4)
,
337
https://doi.org/10.2307/3151381
Abstract
On the basis of Hirschman's exit-voice theory, an economic model of defensive marketing strategy is developed for complaint management. Though many firms st...
Keywords
MODEL
VOICE
MARKETING STRATEGY
EXIT
COMPLAINT MANAGEMENT
HIRSCHMAN'S
DEFENSIVE MARKETING
All Articles
Open Access
Cited by 531 articles