Research on Complaint Response Mechanism from the Perspective of Relationship Marketing

Yang Zhang ()
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Yang Zhang: Fujian Jiangxia University, College of International Education

A chapter in Proceedings of the 2025 International Conference on Financial Innovation and Marketing Management (FIMM 2025), 2025, pp 965-973 from Springer

Abstract: Abstract As market competition intensifies and customer rights awareness rises, the complaint response mechanism has become a core vehicle for corporate relationship marketing. This study focuses on enterprises, using the “interaction-trust-commitment” theoretical framework, and employs literature analysis to systematically explore the optimization paths of the complaint response mechanism from a relationship marketing perspective. Research has found that constructing a four-dimensional response system, which includes response methods, speed, attitude, and measures, can significantly enhance customer satisfaction and reduce negative word-of-mouth. Multi-channel responses under the principle of digital collaboration (such as AI customer service and human service coordination) can greatly shorten the complaint handling cycle, while emotional communication strategies can significantly improve the efficiency of customer trust repair. Based on this, the study proposes a three-stage model of “Prevention-Response-Creation,” emphasizing the deep transformation of complaint value through big data early warning, personalized solution design, and transparent responsibility tracing. This research expands the application boundaries of relationship marketing theory in intelligent customer service scenarios, providing theoretical support and practical guidance for companies to build long-term customer relationship management mechanisms.

Keywords: Relationship marketing; complaint response mechanism; service remediation; customer relationship management; trust repair (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-874-5_112

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DOI: 10.2991/978-94-6463-874-5_112

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