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Customer complaining behaviour – its effects on companies’ evolution

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  • Gabriela Stefura

Abstract

Now days the role of the consumer in the economy is taken very seriously and, in some cases, we can easily talk about the consumer’s “supremacy”. All the efforts of the companies are concentrated on the consumers and finding the best way to attract them, but gaining their trust and building a longterm relationship is even more difficult now due to a very intense competition on all the markets. Client service can always help a company to differentiate itself from the others, this including the management of customer complaints. The subject is still very sensible because many consumers are not aware of the complaining system or are shy in displaying this kind of behaviour, so companies can develop strategies to educate and council clients regarding the complaining process, managing in this way to gain trust and also to increase profitability.

Suggested Citation

  • Gabriela Stefura, 2010. "Customer complaining behaviour – its effects on companies’ evolution," Studies and Scientific Researches. Economics Edition, "Vasile Alecsandri" University of Bacau, Faculty of Economic Sciences, issue 15.
  • Handle: RePEc:bac:fsecub:10-15-78
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    More about this item

    Keywords

    Behaviour; complaints; consumer; satisfaction; politeness; service quality;

    JEL classification:

    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics

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