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How should companies respond to complaints? Measuring satisfaction among Generation Z online shoppers

Author

Listed:
  • Lim, Young Joon

    (Associate Professor, The University of Texas Rio Grande Valley, USA)

  • Lemanski, Jennifer

    (Professor, The University of Texas Rio Grande Valley, USA)

Abstract

When responding to a customer complaint, companies can choose between five response strategies, namely: apology, excuse, justification, denial and no response. This study proposes a conceptual model for measuring a customer’s satisfaction with how their complaint is handled. Based on a survey of over 300 college students, the study finds that following a service failure, Generation Z consumers value apologies over any other response strategy. These findings serve as a reminder to external communication managers and strategic communicators not to ignore the traditional crisis communication strategy of apology when communicating with Generation Z consumers.

Suggested Citation

  • Lim, Young Joon & Lemanski, Jennifer, 2022. "How should companies respond to complaints? Measuring satisfaction among Generation Z online shoppers," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 7(1), pages 49-62, March.
    • Handle: RePEc:aza:jcms00:y:2022:v:7:i:1:p:49-62
    as

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    More about this item

    Keywords

    Generation Z; apology; corporate response; digital age; online review; angry customers;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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