Encouraging "friendly" complaint behavior in industrial markets: Preventing a loss of customers and reputation

Academic Article


  • This study suggests actions the industrial marketer can take to reduce the possibility of customer dissatisfaction complaints that are harmful to the seller's long-term business. The study reviews the literature on dissatisfaction response styles and supplier relationships that result in different dissatisfaction response styles. Data were gathered using the survey method and in-depth interviews. The study finds support for a theoretical framework that shows how an industrial marketer can better manage vendor relations in order to become "complaint friendly.".
  • Authors

    Published In

    Digital Object Identifier (doi)

    Author List

  • Hansen SW; Swan JE; Powers TL
  • Start Page

  • 271
  • End Page

  • 281
  • Volume

  • 25
  • Issue

  • 4