Ryngelblum, Arnaldo L.; Vianna, Nadia W.H.; Rimoli, Celso A. - In: Marketing Intelligence & Planning 31 (2013) 1, pp. 54-71
Purpose – The purpose of this paper is to question whether companies follow a deliberate strategic internal pattern while responding to consumer complaints or they always offer consumers a fair redress. Design/methodology/approach – A complaint sample from consumers addressed to the main...