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Manufacturer Responsiveness to Consumer Correspondence: An Empirical Investigation of Consumer Perceptions
Author(s) -
SMART DENISE T.,
MARTIN CHARLES L.
Publication year - 1992
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.1745-6606.1992.tb00018.x
Subject(s) - marketing , perception , consumer satisfaction , business , function (biology) , consumer behaviour , advertising , psychology , evolutionary biology , neuroscience , biology
Although there is general agreement on the importance of the consumer correspondence handling function, specific steps businesses can take to satisfy consumers are relatively unexplored empirically. This study examines 300 consumers’ responses to actual manufacturers' letters addressing complaints and compliments. The discussion focuses on understanding the components of consumer satisfaction to manufacturers'responses and provides suggestions to businesses to increase that satisfaction level.