Journal ArticleDOI
Warranty and Complaint Policies: An Opportunity for Marketing Management
C. L. Kendall,Frederick A. Russ +1 more
TLDR
In this article, the authors focus on an area that has received relatively little attention in the ongoing furor of consumerism: warranty and complaint policies and practices of consumer packaged goods manufacturers (CPGMs).Abstract:
A DECADE of consumerism has substantially redefined the relationship of buyer and seller in the marketplace. Consumer activism, legislation, and heightened consumer expectations have placed more responsibility on the manufacturer for the performance of his goods, with a corresponding increase in the "rights" of the consumer. Direct complaints to manufacturers from the better-educated, increasingly affluent and aware consumer have burgeoned in this new climate. Although business appears to be doing a much better job in dealing with irate consumers, expectations have apparently outstripped this improvement. Federal Trade Commissioner Engman recently summed up the situation by saying: "The simple fact is that for vast and increasing numbers of consumers with valid complaints, there is nothing to be done . .. other than kick the dog, yell at his children, and curse at his wife."' In this article the authors focus on an area that has received relatively little attention in the ongoing furor of consumerism: warranty and complaint policies and practices of consumer packaged goods manufacturers (CPGMs). Although attacked by consumer activists on several fronts-unit pricing, informational labeling, package standardization, and the like-CPGMs have generally maintained a low profile in an area of business practice that has been a major issue for other types of manufacturers. Studies by the authors and others show that CPGM response to overt consumer dissatisfaction is generally good, but that many CPGMs choose to ignore-or do not fully appreciate-the magnitude of customer dissatisfaction with their products, and have not formulated adequate policies and procedures to deal with it.2 Furthermore, some opportunities inherent in offering guarantees and responding to complaints have not been fully explored. In the following pages, the authors:read more
Citations
More filters
Journal ArticleDOI
Warranty and Other Extrinsic Cue Effects on Consumers' Risk Perceptions
TL;DR: In this paper, the authors examine the effects of extrinsic cues on consumer perceptions of financial and performance risk involved with innovative product concepts, including warranty quality, warrantor reputation, and price.
Journal ArticleDOI
Post-Purchase Consumer Processes and the Complaining Consumer
Mary C. Gilly,Betsy D. Gelb +1 more
TL;DR: In this paper, the authors address the issue of post-purchase processes of consumers who complain about purchase experiences and propose hypotheses about complaining consumers' satisfaction or dissatisfaction with organizational response and their subsequent repurchase behavior.
Journal ArticleDOI
The Bottom Line Impact of Organizational Responses to Customer Complaints
TL;DR: In this article, the authors present and test a model of complainants' perceptions of the organizational response and the impact of organizational response on postcomplaint customer behavior, finding that attentiveness is the most important organizational response dimension, affecting both word-of-mouth activity and repurchase intentions.
Journal ArticleDOI
Customers' perspectives of involvement in new product development
TL;DR: The customers' perspective is taken and it is shown that the locus of initiative for product development involvement is of relevance for identifying different types of involvement, and the degree of involvement needs to be measured.
Journal ArticleDOI
From Disgust to Delight Do Customers Hold a Grudge
TL;DR: In this article, the authors investigated the effect that satisfaction with service recovery may have on complaining customers' future intent and perception of, and attitude toward, the faltering service provider.