The perceived effectiveness of marketer responses to industrial buyer complaints: suggestions for improved vendor performance and customer loyalty
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 1 February 1996
Abstract
It is important for the industrial marketer to understand and effectively manage the process of complaining behavior in which dissatisfied buyers typically engage. By better managing this process, marketers can improve customer loyalty and prevent buyers from undertaking further complaining behavior which may damage the seller’s reputation. Reports on the types of order problems that occur with suppliers, as well as buyers’ perceptions of the effectiveness of supplier responses to different types of complaints from the buyer.
Keywords
Citation
Hansen, S.W., Swan, J.E. and Powers, T.L. (1996), "The perceived effectiveness of marketer responses to industrial buyer complaints: suggestions for improved vendor performance and customer loyalty", Journal of Business & Industrial Marketing, Vol. 11 No. 1, pp. 77-89. https://doi.org/10.1108/08858629610112319
Publisher
:MCB UP Ltd
Copyright © 1996, MCB UP Limited