Article
Silence is Not Golden: Firm Response and Nonresponse to Consumer Correspondence
Services Marketing Quarterly
Document Type
Article
Publication Date
1-1-2012
Disciplines
Abstract
When a consumer contacts a company, it provides the firm with an opportunity to begin a dialogue. If a problem occurred with a good or service, a customer complaint provides a company with the opportunity to correct the problem and perhaps retain a customer. A consumer compliment provides the opportunity to turn a satisfied consumer into a brand advocate. Yet surprisingly nearly 30% of the companies in this study allowed this vital opportunity to go to waste.
DOI
10.1080/15332969.2012.689942
Citation Information
Charles S. Gulas and James E. Larsen. "Silence is Not Golden: Firm Response and Nonresponse to Consumer Correspondence" Services Marketing Quarterly Vol. 33 Iss. 3 (2012) p. 261 - 275 ISSN: 15332969 Available at: http://works.bepress.com/james-larsen/25/