«FRIENDLY» COMPLAINING BEHAVIORS: TOWARD A RELATIONAL APPROACH

Isabelle Prim-Allaz (1) , Bernard Pras (2)

1 COACTIS - COnception de l'ACTIon en Situation
2 DRM - Dauphine Recherches en Management

The relational approach is often presented as a strategy to retain customers, but it may also be an appropriate approach to encourage customers to complain, as a review of literature shows. Using information contained in complaints and giving the right answers (distributive, procedural and interactional) to such complaints is essential. Relational marketing may also be used to induce customers (but not all of them) to complain about the attributes of certain products/services. This article focuses on these issues and should stimulate further research in this new field.

Mots clés: Relationship Marketing; Complaining Behavior; Friendly Complaints; Justice Theory

Domaines: Gestion et management

Isabelle Prim-Allaz, Bernard Pras. «FRIENDLY» COMPLAINING BEHAVIORS: TOWARD A RELATIONAL APPROACH. Journal of Market-Focused Management, 1999, 3 (3-4), pp.333-352. ⟨halshs-00470640⟩