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| Author: | Mitchell, V.-W. |
| Title: | Handling consumer complaint information: Why and how? |
| Journal: | Management Decision
1993 : VOL. 31:3, p. 21-28 |
| Index terms: | CONSUMER SATISFACTION CONSUMER EXPECTATIONS SALES MANAGEMENT |
| Language: | eng |
| Abstract: | A number of factors are causing a focus on customer service of which complaint handling is a major part. Companies can accrue considerable advantages from taking complaint handling seriously, e.g. use of complaint data at strategic as well as operational level reduced likelihood of legal proceedings, improved marketing intelligence, increased brand loyalty and internal marketing benefits. |
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