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| Author: | Ruyter, J. de Brack, A. |
| Title: | European legal developments in product safety and liability: the role of customer complaint management as a defensive marketing tool |
| Journal: | International Journal of Research in Marketing
1993 : JUN, VOL. 10:2, p. 153-164 |
| Index terms: | PRODUCT LIABILITY SAFETY DEVELOPMENT MARKETING STRATEGY |
| Language: | eng |
| Abstract: | In view of recent European legal developments, the purpose of the authors in this article is to position customer complaint management as an essential instrument for a defensive marketing system, especially to prevent legal problems in the fields of product liability and product safety. an outline is developed of a system of complaint management that companies may use to prevent signals of customer dissatisfaction from escalating to the level of claims for compensation of damage or injury. |
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