Reference no: EM132195046
Complaining Behavior
Review each consumer’s comments and answer the questions below.
Joyce: “Over the years, I’ve had a few problems with firms. But I know that things go wrong and the staff usually try to do their best. And what’s the point of complaining, firms really don’t want to know and often I don’t want to get the staff member in trouble either.”
Barry: “That’s not my experience. The firms that I deal with usually want to know if there’s a problem and they generally go out of their way to fix it, and often give me some form of compensation.”
Tom: “I’m not that forgiving. With me, firms only get one chance. If they muck me around, then I take my business elsewhere straight away. And, of course, I tell all my friends about their poor service as well.”
Vera: “In my experience, the only way to get a problem fixed is to play hardball. I write to the CEO of the firm and I threaten bad publicity. If I hear nothing in a week, then I contact the local paper, ring local radio stations and lodge an official complaint with the relevant government agency. It’s amazing how willing they then become to fix my problem.”
What customers among the four are complainers and non-complainers?
Why should firms appreciate complainers?
How would a firm’s strategies differ across the 4 customers above to try to satisfy all of them?