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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Lars Meyer-Waarden & William Sabadie, 2012. "Complaint Management: Which efforts to satisfy the complainers: the role of relationship quality?," Post-Print halshs-00685278, HAL.
    • Handle: RePEc:hal:journl:halshs-00685278
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00685278v1
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    References listed on IDEAS

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    1. Ahluwalia, Rohini, 2002. "How Prevalent Is the Negativity Effect in Consumer Environments?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(2), pages 270-279, September.
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