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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 1997 MCB UP Ltd. All rights reserved.
- ISSN
- 0885-8624
- DOI
- 10.1108/08858629710172664
- Publisher site
- See Article on Publisher Site
Abstract
With continued growth in the industrial market being an important issue, firms need to maintain and expand their existing customer base. Careful consideration and evaluation of customer complaints are essential to this concern. An industrial marketer must develop appropriate policies and procedures for responding to buyer complaints to reduce the probability that the industrial buyer will switch marketers or engage in complaint responses that may damage the marketer’s reputation. Identifies four complaining styles used by industrial buyers in response to a dissatisfying experience. Tests several marketer power bases as predictors of the four complaining styles.
Journal
Journal of Business and Industrial Marketing – Emerald Publishing
Published: Apr 1, 1997
Keywords: Channel relationships; Complaints; Consumer behaviour; Industrial marketing