Consumer Evaluations of Responses to Complaints: What’s Fair and Why
Cathy Goodwin
(Assistant Professor of Marketing at the University of Alaska, Fairbanks)
Ivan Ross
(Professor of Marketing at the University of Minnesota's Carlson School of Management in Minneapolis)
904
Abstract
Suggests that theories of procedural fairness can offer insights into the effectiveness of complaint‐handling strategies. Discusses complaint‐handling strategies, equity theory, distributive fairness, procedural fairness, interactional fairness and how marketers can best satisfy complainers. Concludes that firms need to have complaints procedures which consumers feel treat them fairly; which involves appearing genuinely responsive, rather than offer apologies by rote.
Keywords
Citation
Goodwin, C. and Ross, I. (1990), "Consumer Evaluations of Responses to Complaints: What’s Fair and Why", Journal of Consumer Marketing, Vol. 7 No. 2, pp. 39-47. https://doi.org/10.1108/EUM0000000002575
Publisher
:MCB UP Ltd
Copyright © 1990, MCB UP Limited