Gaining a Competitive Advantage by Analyzing Aggregate Complaints
John A. Schibrowsky
(Assistant Professor in the Department of Marketing at
the University of Nevada, Las Vegas.)
Richard S. Lapidus
(Assistant Professor of Marketing at the University of
Nevada, Las Vegas. Research support was provided by the First Interstate
Bank of Nevada.)
1553
Abstract
While many firms have developed programs to handle individual complaints, few have implemented programs to analyze aggregate complaints over time. Attempts to fill that void and outlines a method to analyze and manage aggregate complaints. This is a critical part of a complete complaint management program.
Keywords
Citation
Schibrowsky, J.A. and Lapidus, R.S. (1994), "Gaining a Competitive Advantage by Analyzing Aggregate Complaints", Journal of Consumer Marketing, Vol. 11 No. 1, pp. 15-26. https://doi.org/10.1108/07363769410053664
Publisher
:MCB UP Ltd
Copyright © 1994, MCB UP Limited