Complaint Management: Which efforts to satisfy the complainers: the role of relationship quality?

Lars Meyer-Waarden () and William Sabadie ()
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Lars Meyer-Waarden: CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique
William Sabadie: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Abstract: The aim of this communication is to study the effectiveness of complaint management according to the quality of the relationship between the firm and the customer. We compare interactional (relational) and distributive (monetary) compensation in terms of preference for loyal and new customers. The results show that loyal customers prefer interactional efforts and purchase vouchers to refunding. New customers prefer distributive compensations and refunding.

Keywords: complaint management; theory of justice; customer relationship management (search for similar items in EconPapers)
Date: 2012-05-23
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00685278v1
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Published in 41st annual conference of European Marketing Association, May 2012, Lisbon, Portugal

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