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| Tekijä: | Fornell, C. Wernerfelt, B. |
| Otsikko: | Defensive marketing strategy by customer complaint management. |
| Lehti: | Journal of Marketing Research
1987 : NOV, VOL. 24:4, p. 337-346 |
| Asiasana: | MARKETING EXPENDITURE COMPLAINTS ADVERTISING EXPENDITURE |
| Kieli: | eng |
| Tiivistelmä: | An economic model of defensive marketing strategy is developed for complaint management. The theoretical background of the question is discussed. The fundamental objectives and basic assumptions of defensive marketing are presented. The exit-voice theory is analyzed in detail. The possible effects of complaint management are described by a mathematical model. Analysis suggests complaints from dissatisfied customers should be maximized subject to certain cost restrictions. The possibilities of lowering the total marketing expenditure by substantially reducing the cost of offensive marketing are highlighted. |
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