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| Author: | Ruyter, J. C. 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, p. 153-164 |
| Index terms: | EUROPE DEVELOPMENT PRODUCTS LIABILITY |
| Language: | eng |
| Abstract: | The purpose of this article is to position customer complaint management as an essential instrument for a defensive marketing strategy, specially to prevent legal problems in the fields of product liability and product safety. An outline has been 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. The authors have demonstrated how automated systems may enable companies to manage customer dissatisfaction more efficiently and effectively. |
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