MKT 723 Chapter Notes - Chapter 8: Hard Sell, G1 Phase, Service Recovery
24 Oct 2014
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Won"t do much, just won"t return: voicers actively complain directly. Less likely to go to 3rd party of spread negative wom won"t tell anyone: irates more likely to engage in negative wom and switch providers. Complaining has social benefits will complain a lot, and tell everyone: activist most likely to complain. Complain to anyone that will listen enjoys complaining and complain about everything. Avoid disappointing these people, they will voice their complaints in every form. Fair treatment: make customers see and feel that you are bending backwards to try to remedy their problem. 3 specific types of justice that customers are looking for following their complaints: outcome fairness make it right. Expect outcomes or compensation to reflect level of service failure. Punishment should fit the crime: procedural fairness was it easy to complain, and were you respected. Easy to contact customers prefer face to face or phone over letter and emails.
