The perceived effectiveness of marketer responses to industrial buyer complaints: Suggestions for improved vendor performance and customer loyalty

Academic Article


  • It is important for the industrial marketer to understand and effectively manage the process of complaining behavior in which dissatisfied buyers typically engage. By better managing this process, marketers can improve customer loyally and prevent buyers from undertaking further complaining behavior which may damage the seller's reputation. Reports on the types of order problems that occur with suppliers, as well as buyers' perceptions of the effectiveness of supplier responses to different types of complaints from the buyer.
  • Authors

    Digital Object Identifier (doi)

    Author List

  • Hansen SW; Swan JE; Powers TL
  • Volume

  • 11
  • Issue

  • 1