search query: @author Lapidus, R. / total: 4
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| Author: | Schibrowsky, J. Lapidus, R. |
| Title: | Gaining a competitive advantage by analyzing aggregate complaints |
| Journal: | Journal of Consumer Marketing
1994 : VOL. 11:1, p. 15-26 |
| Index terms: | COMPETITION MANAGEMENT CONTROL CUSTOMERS |
| Language: | eng |
| Abstract: | The inability of firms to provide consumers with acceptable products and services is expensive. The cost of not doing things right the first time is approximately 20 percent of gross sales for manufacturing companies and 30 percent for service industries. Aggregate complaint analysis is a natural precursor to Total Quality Management (TQM). It provides the information necessary to improve products and related services over time. The procedures discussed in this article are designed to help a firm to acquire accurate and actionable complaint data for the express purpose of reducing complaints. |
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