A Consumer Complaint Framework with Resulting Strategies
- 1 September 1994
- journal article
- research article
- Published by Emerald in Journal of Services Marketing
- Vol. 8 (3), 27-39
- https://doi.org/10.1108/08876049410065598
Abstract
Introduces a framework for conceptualizing consumers′ complaints about different service attributes. Depending on where different attributes are found in the complaint intensity outcome grid, different strategies are suggested. The strategies range from a very aggressive immediate‐focus strategy to a very passive continue‐on‐present‐course strategy. Uses student complaint data to demonstrate the value of the framework.Keywords
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