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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 thedoaj:d650119d88714800a145cbd552d9e058 fatcat:sscx4hivkrfatk6xidzyokbiwm