Open AccessConsumers Who Correspond With Business: A Profile And Measure Of Satisfaction With Responses
Author(s) -
Denise T. Smart,
Charles L. Martin
Publication year - 2011
Publication title -
journal of applied business research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.149
H-Index - 22
eISSN - 2157-8834
pISSN - 0892-7626
DOI - 10.19030/jabr.v9i2.6074
Subject(s) - praise , complaint , customer satisfaction , marketing , measure (data warehouse) , business , consumer satisfaction , psychology , advertising , social psychology , political science , database , computer science , law
To investigate the personal characteristics of consumers who correspond with business and their level of satisfaction with businesses responses, 300 adults were interviewed. Fifty-five percent had written complaint, praise, or inquiry letters to businesses. About half of those consumers receiving responses were highly satisfied with them. Further analysis revealed that consumers correspondence behaviors and satisfaction with business responses varied according to individual consumer characteristics. Implications and recommendations for nurturing customer satisfaction are discussed.