Successful Relationship Marketing: Understanding the Importance of Complaints in a Consumer-Oriented Paradigm

Michael Volkov
2004 Problems and Perspectives in Management  
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
more » ... er 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.
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