Relationship Marketing : Focusing on Consumer Complaints

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Consumer complaints, managerial response to them and their satisfactory resolution, leading to a dyadic perception between the consumer and the company, form the core of relationship marketing. The mutual resolution of complaints, without third party arbitration, constitutes the central construct of this book which implies that consumer retention is easiest when the company’s actual response in the post-complaint phase perfectly matches the consumer’s expectations from the company in that phase. For this status to be present, there must exit such characteristics as mutual trust, commitment, two-way communication, social support and empathy, self-disclosure, emotion, need for service, guarantees, and higher standard. This book has significant implications for four major areas of policy formulation. These areas are: (1) Final satisfaction/dissatisfaction, (2) Relationship marketing, (3) Marketing strategy, and ($) Public policy for consumer protection.

ABOUT THE AUTHOR Gunjeet Kaur

The author is a practicing Consultant and Facilitator. She has done her M.Phil. and Ph.D. from the Department of Commerce, Delhi School of Economics, University of Delhi. She has a vast teaching experience and is on the visiting faculty of several reputed B-Schools. She has, to her credit various articles published in reputed journals including Management Review (Journal of Iim, Banglore) and Decision (Journal of IIM, Calcutta) and a book on Relationship marketing. She has also presented papers in several seminars and specializes in CRM, relationship marketing, consumer behaviour, negotiation, and marketing communication. She also serves as a corporate trainer and has conducted workshops in several reputed companies.

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Bibliographic information

Title
Relationship Marketing : Focusing on Consumer Complaints
Author
Edition
1st.ed.
Publisher
ISBN
8177080482
Length
xviii+219p., Tables; Notes; Bibliography; Index; 23cm.
Subjects