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Consumer Correspondence: An Exploratory Investigation of Consistency Between Business Policy and Practice
Author(s) -
MARTIN CHARLES L.,
SMART DENISE T.
Publication year - 1989
Publication title -
journal of consumer affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.582
H-Index - 62
eISSN - 1745-6606
pISSN - 0022-0078
DOI - 10.1111/j.1745-6606.1989.tb00252.x
Subject(s) - personalization , standardization , marketing , business , consistency (knowledge bases) , advertising , consumer behaviour , consumer choice , consumer to business , computer science , business model , artificial intelligence , operating system
Effective handling of consumer correspondence is recognized as one way for businesses to maintain and enhance relationships with consumers. Previous research has examined actual responses to consumer letters. The present study compares selected consumer packaged goods manufacturers’ responses to consumer letters with their respective customer relations directors’ descriptions of how consumer correspondence is handled. Several dimensions are examined: response rate to consumer letters, response time, personalization and standardization of response, and types of enclosures.