Can Complaint Knowledge and Experience Affect Perceived Consumer Satisfaction?

  • Robert M. Cosenza
  • Stephen D. Calvert
  • Jerry W. Wilson
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract

Although there has been much research devoted to the study of the basic rights of the consumer, especially in the areas of complaining behavior, post-purchase satisfaction, advertising purity, etc., little or no effort has been put forth in studying the consequences and tools related to the consumer’s right to be heard. This study examines the fundamental complaint tool: the complaint letter (from the standpoint of a corporate response to that letter) and how subjects perceive satisfaction with these corporate responses. Also, differences in perceived satisfaction will be explored via sensitizing subjects to the "right to be heard" (i.e., knowledge) and also with respect to consumer complaining experience. Implications of this exploratory study for marketing will be discussed.

Keywords

Corporate Response Consumer Satisfaction Credit Protection Consumer Advocate Letter Type 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
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Copyright information

© Academy of Marketing Science 2015

Authors and Affiliations

  • Robert M. Cosenza
    • 1
  • Stephen D. Calvert
    • 1
  • Jerry W. Wilson
    • 2
  1. 1.University of San FranciscoLoganUSA
  2. 2.URTH EnetrprisesLoganUSA

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