Abstract
Provides an outline for implementing a defensive marketing strategy. Advocates a procedure which combines aggregate complaint analysis and a quality function development tool known as the House of Quality. The combination of these procedures allows marketers to identify common customer complaints and to assess the synergy between different combinations of service attributes. Then measures customer perception of service attribute combinations for changes in satisfaction level. Argues that the development of a complaint management program can positively contribute to the firm′s competitive advantage.
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