Complaint Management: Which efforts to satisfy the complainers: the role of relationship quality?

Lars Meyer-Waarden (1) , William Sabadie (2)

1 CRM - Centre de Recherche en Management
2 Laboratoire de Recherche Magellan

The aim of this communication is to study the effectiveness of complaint management according to the quality of the relationship between the firm and the customer. We compare interactional (relational) and distributive (monetary) compensation in terms of preference for loyal and new customers. The results show that loyal customers prefer interactional efforts and purchase vouchers to refunding. New customers prefer distributive compensations and refunding.

Mots clés: complaint management; theory of justice; customer relationship management

Domaines: Gestion et management

Lars Meyer-Waarden, William Sabadie. Complaint Management: Which efforts to satisfy the complainers: the role of relationship quality?. 41st annual conference of European Marketing Association, May 2012, Lisbon, Portugal. ⟨halshs-00685278⟩