Successful relationship marketing: Understanding the importance of complaints in a consumer-oriented paradigm

Michael Volkov*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

3 Citations (Scopus)

Abstract

Based on the customer relationship paradigm that is being recognised in mainstream marketing theory and practice, firms are advised to establish, maintain and enhance their relationships with customers to enhance mutual benefits. To afford them a competitive advantage in the marketplace it is imperative that consumer-oriented firms utilise these relationships to elicit feedback from their customers in the form of complaints. This critical complaint process is discussed together with the presentation of a model to improve managerial and practitioner understanding of this key resource. As few studies have investigated this area from both a managerial and consumer perspective, several areas for further research have been identified.

Original languageEnglish
Pages (from-to)113-123
Number of pages11
JournalProblems and Perspectives in Management
Volume2
Issue number1
Publication statusPublished - 17 Mar 2004
Externally publishedYes

Keywords

  • Competitive advantage
  • Consumer complaints
  • Model
  • Relationship marketing

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