A note on business replies to consumer letters of praise and complaint
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Abstract
Abstract Business firms require feedback from the marketplace to determine whether or not the needs of the firm's customers are being satisfied. When feedback takes the form of consumer letters, it seems obvious that it is simply good marketing practice to respond to letters of complaint and good consumer relations to respond to any letter from a consumer. With the dual objectives of providing introductory marketing students with a meaningful and participatory exercise in consumerism and of exploring an apparently virgin research area, a project was undertaken which generated 250 letters to business firms concerning their products and services. The analysis of the business firms' responses attempted to find out: What types of business firms replied? In what from did these firms reply? And, how did the “customers” react to their replies?