Skip to main content

Consumer Affairs Responses to Unsolicited Customer Compliments

Buy Article:

$53.17 plus tax (Refund Policy)


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: April 1, 2001

More about this publication?

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Partial Open Access Content
Partial Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more