A few years ago, frustrated consumer Mark Evanier searched the different Los Angeles grocery stores in vain for a particular brand of orange juice. Stores would carry other products from the same company, but not the orange juice. As he was about to ask one store's manager for assistance, he noticed a sign above the podium saying, If we don't stock what you want, we will be happy to special-order it for you. But when he asked the manager for a special-order, he was told, don't do special-orders.... It's just too much hassle. The manager apparently felt it was an adequate explanation to say that he didn't personally put the sign there, though he also admitted that he had been manager of that store for more than six years and had never made any special-orders, but had never felt compelled to take down the sign (Evanier 2003, 124-128). When shopping for a new washer and dryer at Sears, I expressed the not-improbable concern that the products might go on sale right after we had them installed. But we were told not to worry, since we would be rebated the price difference if anything purchased went on sale for a lower price anywhere, at any competitor, in the following 30 days. Sure enough, toward the end of the month we spotted a sale at Sears for our exact item, getting to the store on our next available day. However, we were told we could not get the rebate because their sale had ended the day before--never mind that nowhere did the offer say we had to come in while a sale was in progress. We argued, but we were told we'd have to meet with our original salesman, who was off that day and whose return time was uncertain. We asked for the manager, but he refused to come out of his office, telling the salesperson on duty over the phone that she had to us understand the apparently hidden terms of the rebate offer. Many readers of JCA might have added another comment in an effort to gain cooperation from these store managers. University faculty often try to make a stronger case for better service when they mention how such a consumer-insensitive encounter would make for an interesting discussion topic in our classes. At the very least, the manager might fear a negative customer reaction from all those students, or so we hope, though I am repeatedly surprised of those times that managers respond to the frustrated consumers with their own strange efforts at retaliation. Years ago, as the passengers milled around to beg, plead, or cajole access to a flight to get home after their assigned aircraft had mechanical problems, a less-than-service-oriented airline employee was visibly taking down names of the most disgruntled customers on his own list. People took down his name to complain to the company, yet he tried to intimidate everyone as he made it clear that he was taking down their names for reasons unknown. Around the same period, I sent information to a magazine about a clearly false advertising claim in their pages. I sent my letter on personal stationery and the business owner who was forwarded my letter from the magazine publisher made note of my campus-town home address and directed his own complaint to the magazine saying I was an ignorant student trying to earn points in a marketing class. (And he never did show how my evidence of false advertising might be in error.) Today, if I send a letter of service complaint on university stationery to emphasize my interests as also related to lecture materials, I risk a response sent to my department chair or dean saying that I should not be allowed to criticize their fine company in my classes. My class comments on news reports of a deceptive advertising claim impelled two students to write letters to companies to ask for more information. In turn, I later received an envelope from the university provost forwarding a letter of complaint about my lectures that he had received from the company. Most recently, one of the off-campus bookstores informed me that they had decided to order the newer edition of a textbook than the one I requested, even though the new book would not be delivered for my review until days before the semester started. …
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