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«Friendly» Complaining Behaviors: Toward A Relational Approach

Author

Listed:
  • Isabelle Prim-Allaz

    (COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne)

  • Bernard Pras

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

The relational approach is often presented as a strategy to retain customers, but it may also be an appropriate approach to encourage customers to complain, as a review of literature shows. Using information contained in complaints and giving the right answers (distributive, procedural and interactional) to such complaints is essential. Relational marketing may also be used to induce customers (but not all of them) to complain about the attributes of certain products/services. This article focuses on these issues and should stimulate further research in this new field.

Suggested Citation

  • Isabelle Prim-Allaz & Bernard Pras, 1999. "«Friendly» Complaining Behaviors: Toward A Relational Approach," Post-Print halshs-00470640, HAL.
    • Handle: RePEc:hal:journl:halshs-00470640
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00470640
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    Citations

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    Cited by:

    1. Grace Suk Ha Chan & Irini Lai Fun Tang & Aiko Hoi Kei Sou, 2017. "An Exploration of Consumer Complaint Behavior towards the Hotel Industry: Case Study in Macao," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(5), pages 56-76, October.
    2. Vince Mitchell & George Balabanis & Bodo Schlegelmilch & T. Cornwell, 2009. "Measuring Unethical Consumer Behavior Across Four Countries," Journal of Business Ethics, Springer, vol. 88(2), pages 395-412, August.
    3. Prabhjot Kaur & Sanjeev Kumar Sharma, 2015. "A Measure of Consumer Complaining Behaviour in Service Industry," Paradigm, , vol. 19(1), pages 37-51, June.
    4. Anupam Krishna & G.S. Dangayach & Sonal Sharma, 2014. "Service Recovery Paradox: The Success Parameters," Global Business Review, International Management Institute, vol. 15(2), pages 263-277, June.
    5. Kiju Jung & Ellen Garbarino & Donnel A. Briley & Jesse Wynhausen, 2017. "Blue and Red Voices: Effects of Political Ideology on Consumers’ Complaining and Disputing Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 477-499.

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