Consumer Affairs Responses to Unsolicited Customer Compliments
Authors: G. Scott Erickson; Donald W. Eckrich
Source: Journal of Marketing Management, Volume 17, Numbers 3-4, April 2001 , pp. 321-340(20)
Abstract:Relationship marketing has received a great deal of attention within the marketing profession, but how do consumer affairs professionals really treat consumers who seem ripe for entrenched relationships? Consumers who send unsolicited complaints or compliments to mass marketers have well-established traits that make them naturals for ongoing relationships. Complimenters, in particular, are likely to be brand-loyal and highly motivated. This study explores whether such consumers are treated in a manner consistent with relationship marketing concepts and whether complainers and complimenters are treated similarly or differently. Given a lack of real cultivation of these consumers, marketers may wish to give more attention to consumer affairs units and how they handle unsolicited consumer correspondence.
Document Type: Research article
Publication date: 2001-04-01