The perceived effectiveness of marketer responses to industrial buyer complaints: suggestions for improved vendor performance and customer loyalty

It is important for the industrial marketer to understand and effectively manage the process of complaining behavior in which dissatisfied buyers typically engage. By better managing this process, marketers can improve customer loyalty and prevent buyers from undertaking further complaining behavior...

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Bibliographic Details
Published in:The Journal of business & industrial marketing 1996-02, Vol.11 (1), p.77-89
Main Authors: Hansen, Scott W., Swan, John E., Powers, Thomas L.
Format: Article
Language:English
Subjects:
Brand loyalty
Channel relationships
Chi-square test
Complaints
Consumer behavior
Consumer complaints
Customer relations
Demographics
Distribution channels
Hypotheses
Industrial marketing
Industrial suppliers
Marketing
Public relations
Purchasing
Reputations
Studies
Suppliers
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Summary:It is important for the industrial marketer to understand and effectively manage the process of complaining behavior in which dissatisfied buyers typically engage. By better managing this process, marketers can improve customer loyalty and prevent buyers from undertaking further complaining behavior which may damage the seller's reputation. Reports on the types of order problems that occur with suppliers, as well as buyers' perceptions of the effectiveness of supplier responses to different types of complaints from the buyer.
ISSN:0885-8624
2052-1189
DOI:10.1108/08858629610112319