Complaint Management : Which efforts to satisfy the complainers : the role of relationship quality ?
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چکیده
The aim of this communication is to study the effectiveness of complaint management according to the quality of the relationship between the firm and the customer. We compare interac-tional (relational) and distributive (monetary) compensation in terms of preference for loyal and new customers. The results show that loyal customers prefer interactional efforts and purchase vouchers to refunding. New customers prefer distributive compensations and refunding .
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