Defensive Marketing Strategy by Customer Complaint Management: A Theoretical Analysis

Fornell, Claes; Wernerfelt, Birger

doi:10.2307/3151381

Cited by 716 publications

(558 citation statements)

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“…Jacoby and Jaccard (1981) argued that CCB is an action which began by an individual including a communication of something negative about a product or (service), targeted towards either the company or a third entity. However, these researchers Fornell and Wernerfelt (1987) later in the years identified CCB as an attempt to change unsatisfactory situation. Furthermore, Singh (1988) advocates that, CCB is activated at an emotional or sentimental level by a perceived dissatisfaction.…”

Section: Customer Complaints Behaviourmentioning

confidence: 99%

The Influence of Psychographic Variables on the Theory of Exit, Voice, and Loyalty of Customer Complaints Behaviour in Banks

Alexander¹,

Samuel²

2015

JOC

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This paper analyses Customer Complaints Behaviour (CCB) using psychographic factors and the Theory of Exit, Voice and Loyalty. Prior studies on the continent of Africa have explored customer dissatisfaction, service failure, complaints handling and complaint attitudes, but not in association with psychographic factors. This research gap is addressed with a new conceptual understanding that integrates psychographic variables and the Theory of Exit, Voice and Loyalty in a single study. In total, 171 valid questionnaires were gathered from customers of two public banks in Accra chosen randomly, and a convenience sampling method was used for the respondents. This study has revealed that assertiveness, conservatism, attitude towards complaints, sense of justice, service attribute significantly influence the theory of Exit, Voice and Loyalty of CCB. What is more, the findings have also shown that there is a statistical difference between complainers and non-complainers. Complainers are more likely to stay loyal, and are less likely to voice out or leave their bankers. We suggest that banks should not only center CCB strategies towards complainers, but should also take into account non-complainers as they are equally important to businesses.

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Section: Customer Complaints Behaviourmentioning

confidence: 99%

The Influence of Psychographic Variables on the Theory of Exit, Voice, and Loyalty of Customer Complaints Behaviour in Banks

Alexander¹,

Samuel²

2015

JOC

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“…The search for a new product or a new supplier, however, generates other costs, and the dissatisfied consumer often refrains from any action at all. 41 If the product price (or the total order price) is one of the factors most closely related to CB, the allocation of responsibility for the dissatisfaction is also a determining factor. 42 This is why in mail order, complaints are frequently prompted by delivery delays or deferments -problems which involve the supplier directly.…”

Section: Contribution Of Commitment Theory To the Understanding Of Cbmentioning

confidence: 99%

“…The complaint is, then, an attempt on the customer's part, to change an unsatisfactory situation. 47,48 The customer's commitment, which is somehow anchored in the length of the relationship, has to be modulated somehow. So, in addition to loyalty in its classic sense, the cumulated turnover, the number of products bought or even the number of orders, can be factors which structure commitment and, according to the hypothesis, positively contribute to the occurrence of CB.…”

Section: Contribution Of Commitment Theory To the Understanding Of Cbmentioning

confidence: 99%

Complaint letters and commitment theory: An empirical approach in mail-order selling

Crié

Ladwein²

2002

J Target Meas Anal Mark

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literature review, then it highlights a taxonomy and a typology of this behaviour. The third part attempts to outline its antecedents and determinants in order to draw out further the motivations behind this behaviour. Commitment theory is examined to gain a better insight into CB. Do complainers show a particular profile? Is their commitment in the trade relationship different from that of uncomplaining customers who are similarly dissatisfied? Can the expression of their dissatisfaction through complaint mail be modelled or forecast from a database? This study, using a well-known French mail-order firm's database, attempts to answer, at least partially, some of these questions. INTRODUCTIONAlthough database marketing has been operational for a long time in the domain of mail-order selling, it is a particularly relevant research field in consumer behaviour. All relationship events between the firm and its customers have to be studied in order to carry out more efficient customer portfolio management, especially through customer loyalty and retention policies.Complaint behaviour (CB), when displayed, is valuable information for the firm. It offers practitioners the last opportunity to retain their customers if they are able to take care of and to manage this behaviour. First, this paper provides a definition of CB through a Abstract A consumer's dissatisfaction can be exhibited by complaint behaviour (CB) which has various means of expression. This behaviour is also motivated by different factors. Consumer commitment to a close trade relationship with the retailer seems to play a role in its genesis. This survey, conducted from a mail-order selling firm's database, tends to verify this hypothesis.

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“…Theoretically, in non-growth market firm should be able to attract competitors' dissatisfied customers; there are always dissatisfied customers that will consider switching to other brand. Brand advertising then designed to attract the customer dissatisfied [15], [18]. In this research, Focused firm are operating in industry with a relative stable market with mature stage of product life cycle.…”

Section: B the Relationship Of Focused And Vulnerable Firms With Cusmentioning

confidence: 99%

“…Defensive marketing strategy is the body of knowledge that uses customer as a shield in their battled with rival in a specific market [1], [18]. The focus is essentially on competition and the concern is mostly to customer in the sense to reduce customer turnover or patronage switching [15].…”

Section: Customer Retention Strategymentioning

confidence: 99%

Exploring the Linkage between Peripheral Vision and the Choice of Marketing Strategy

Heriyati¹

2014

IJTEF

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Abstract-Firm and industry are facing challenge from external environment and internally they have limited resource and capability. This condition may lead to firm's inflexibility in adopting marketing strategy. Therefore, to win competition firm should apply good strategy and master market knowledge. This study aims to assess firm peripheral vision capability and its impact to firm's decision over marketing strategy competitiveness. The peripheral typology consists of four quadrants: Vigilant, Neurotic, Focused and Vulnerable. The linkage of this typology and strategic decision will provide useful guide and important insight into firm's strategic behavior. Marketing strategy alternatives divided into two categorizations: customer acquisition and customer retention strategy. The finding of this study shows that in turbulence and stable environment, firm with high peripheral vision capability (Vigilant and Neurotic) will likely to adopt customer acquisition strategy and act aggressive in acquiring new customers. For firms with low peripheral vision capability (Focused and Vulnerable) they found to have indifference over adoption of customer acquisition retention strategy.

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Defensive Marketing Strategy by Customer Complaint Management: A Theoretical Analysis

Cited by 716 publications

References 0 publications

The Influence of Psychographic Variables on the Theory of Exit, Voice, and Loyalty of Customer Complaints Behaviour in Banks

The Influence of Psychographic Variables on the Theory of Exit, Voice, and Loyalty of Customer Complaints Behaviour in Banks

Complaint letters and commitment theory: An empirical approach in mail-order selling

Exploring the Linkage between Peripheral Vision and the Choice of Marketing Strategy

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