An executive summary for managers and executive readers can be found at the end of this article

An investigation into whether complaining can cause increased consumer satisfaction

Prashanth U. Nyer
The George L. Argyros School of Business and Economics, Chapman University, Orange, California, USA Keywords Consumer behaviour, Complaints, Customer satisfaction, Consumer marketing Abstract Marketers agree that consumer complaints are useful sources of information that help marketers identify sources of dissatisfaction, and therefore should be encouraged. However, does complaining have a more direct beneficial effect? Can consumer complaining by itself cause increased satisfaction by allowing dissatisfied consumers a chance to vent their anger and frustration? An experiment was conducted on real consumers to test what effects complaining may have on changes in the consumers' satisfaction and product evaluations over a one-week period. It was found that consumers who were encouraged to complain reported greater increases in satisfaction and product evaluation compared to consumers who were not explicitly asked to complain. The changes in satisfaction and product evaluations were found to be related to the complaining intensity. The effect of complaining on actual purchasing behavior was also studied.

Consumer-initiated market information

Consumer complaints are very useful forms of consumer-initiated market information that can be used to make strategic and tactical decisions (Kasouf et al., 1995). Appropriate responses to complaints can prevent customers from switching (Fornell and Wernerfelt, 1987). Plymire (1991) observed that ``F F F the surest road to a customer-focused culture is through increased complaints''. The indirect benefits of complaining noted above occurs when an unhappy customer complains, which then leads the marketer to respond in a way that makes the customer less dissatisfied in the future. However, does complaining have any direct benefits? Can complaining by itself increase satisfaction (or reduce dissatisfaction)? One of the benefits of complaining is that it gives dissatisfied consumers the chance to vent their unhappiness (Kolodinsky and Aleong, 1990; Kowalski, 1996; Richins, 1980). This assertion was empirically supported by the findings of Alicke et al. (1992) who found that the most common reason for complaining in social interactions was to vent negative emotions. Oliver (1987) suggested that complaining reduces dissonance caused by dissatisfaction. Halstead and Page (1992) argued that such complaining induced dissonance reduction was responsible for the positive relationship between complaining and repurchase intention in the TARP (1979) studies. The study of complaining and its relationship to venting is in its infancy in both psychology and marketing. Venting Webster's New World Dictionary defines venting as ``to relieve or unburden by giving release or expression to feelings''. Individuals under stress tend to experience a subjective sense of something being bottled up (Stiles, 1987). When such individuals suppress expressing their feelings of distress, it
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causes them to dwell on the causes of their dissatisfaction, which could then result in increased dissatisfaction (Kowalski, 1996; Kowalski and Erickson, 1997). Failure to confide in others about traumatic events has been found to be associated with increased stress and long-term health problems (Pennebaker and Beall, 1986; Pennebaker et al., 1987). Kowalski et al. (1996) found some evidence for the beneficial effects of complaining when they found that low propensity complainers felt better about a source of dissatisfaction after they had expressed their dissatisfaction. Similarly, in a study using student subjects evaluating a computer to be purchased by their university, it was found that subjects who complained experienced lower levels of dissatisfaction (Nyer, 1999). Emotional release While some complaining may be aimed at seeking redress or warning potential customers (Day, 1980), other complaints, especially negative wordof-mouth, are motivated by the desire to obtain emotional release (Alicke et al., 1992; Stilwell and Salamon, 1990). The desire to vent frustration was the most commonly reported reason for complaining in social interactions (Alicke et al., 1992). Despite this, there is very little empirical evidence for the effectiveness of venting in reducing dissatisfaction among real consumers in real consumption situations. However, there is evidence that suggests that venting will cause a short-term increase in negative emotions. Nyer (1997) found that subjects who were given a chance to express their feelings about a dissatisfying product reported higher levels of anger than did subjects who were not explicitly given a chance to express their feelings. Pennebaker (1990) found that subjects who wrote about their traumatic experiences reported feeling sadder and more upset than those who wrote about superficial topics. These increased levels of negative emotions disappeared after an hour or two, and in a few cases after a day or two. Presumably, complaining leads to shortterm increase in dissatisfaction and this increased dissatisfaction dissipates after a few days. Facilitating the venting of dissatisfaction and anger This brings us back to our original question: Can complaining increase satisfaction in the long term by facilitating the venting of dissatisfaction and anger? As discussed earlier, the desire to vent negative feelings was the most common reason for complaining in social interactions (Alicke et al., 1992). If complaining has the effect of increasing long-term satisfaction through venting, further questions remain to be answered. Will complaining cause greater levels of satisfaction increase among highly dissatisfied individuals compared to those moderately dissatisfied? Will the intensity of complaints influence the complaining induced increases in satisfaction? The fever model of disclosure (Stiles, 1987) suggests that the benefits of cathartic disclosure depend on the extent and depth of the disclosure, which in turn depends on the intensity of the underlying emotion. This suggests that highly dissatisfied consumers are more likely to engage in intense complaints, and consumers who complain intensely are more likely to experience reductions in dissatisfaction. Hypotheses Based on the preceding review, it is hypothesized that: H1: Compared to dissatisfied consumers who do not complain, dissatisfied consumers who complain will experience higher increases in satisfaction and product evaluation over a period of one week.
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Short-term increase in negative emotions

As reviewed earlier, complaining could cause a short-term increase in negative emotions which dissipates after a few hours and in some cases a few days (Pennebaker, 1990). If complaining has any beneficial effects on satisfaction, these effects should be measurable after a few days from the time of complaining. For this reason, hypothesis H1 specifies a one-week period between the complaining episode and the second set of measurements. H2: The complaining induced increases in satisfaction and product evaluation will be greater for consumers who are highly dissatisfied initially compared with those who are moderate or low in initial dissatisfaction. H3: The complaining induced increases in satisfaction and product evaluation will be mediated by the intensity of complaining. H4: Everything else being the same, consumers who are encouraged to complain and express their feelings and opinions will be more likely to engage in purchasing behavior. Methodology Subjects were 772 trial members of a newly opened fitness center who responded to an advertised offer for a free one-day trial membership. The offer for the free one-day trial membership ran over a period of three months and the 772 cases were collected over this period. The subjects were mostly in the 24 to 48 age group. At the end of their work-out, the trial members were asked to complete a questionnaire, which included not only measures of satisfaction and product evaluation, but also the manipulation of complaining. Subjects were randomly assigned to one of two groups (complaining and non-complaining). The last item in the questionnaire for the former group was a request for any complaints that the trial member may have regarding his/her experience at the fitness center. Subjects in the latter group were provided with a filler task. Depending on their initial satisfaction with the fitness center, subjects were assigned to three groups: low initial satisfaction (SAT1 = 0.0 to 3.5), moderate initial satisfaction (SAT1 = 4.0 to 5.5) and high initial satisfaction (SAT1 = 6.0 to 7.0). SAT1 represents the initial satisfaction measurement.

Measures of satisfaction and evaluation

Of the 772 trial members, 135 signed up for regular membership within a day of their initial trial. These subjects were eliminated from the analysis since they had made the purchase decision before the beneficial effects of complaining could act on them. Exactly one week from the day of the initial data collection, subjects who had not already signed up for regular membership were telephonically administered the follow-up questionnaire which included measures of satisfaction and product evaluation. Subjects who were unavailable on the seventh day were called over the next three days until they were contacted. A total of 36 subjects who could not be contacted by the tenth day were dropped from the study reducing the effective sample size to 601. A month later these 601 subjects were mailed promotional offers that led to a further 73 subjects signing up for membership. Measures Satisfaction was measured using two unipolar seven-point scales anchored on the words satisfied and contented. Oliver's (1989) conceptualization of contentment as a satisfaction prototype led to the development of the contentment scale. Throughout this paper, dissatisfaction and satisfaction are

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assumed to be part of a unidimensional construct. The phrases increase in satisfaction and decrease in dissatisfaction are used interchangeably. Consumers' evaluation of the product/service was measured using two bipolar seven-point scales anchored on the words very high-very poor and superior-inferior. The measurement of satisfaction and product evaluation had to be limited to two indicators each because pre-tests had indicated that the use of multiple indicators of each concept caused confusion and annoyance among these respondents. The intensity of complaints (CompInt) was independently coded by two associates. On a five-point scale, 0 represented no complaint and 4 represented the highest level of complaint. Two new variables SAT and EV were computed to indicate the increase in satisfaction and product evaluation over the one-week period between measurements. For example, SAT = SAT2 SAT1; where SAT1 and SAT2 indicate the satisfaction measurements taken initially and after a week. Test for reliability Analysis The dependent variables were tested for reliability. The Cronbach  for the scales exceeded 0.80. Scales for the dependent constructs were formed by averaging the scores of the multiple indicators of that construct. Tables I and II show the means of the measures of satisfaction and product evaluation scores for all the experimental conditions. Hypothesis 1 The increase in satisfaction score (SAT) and the increase in product evaluation score (EV) from the subjects in the low initial satisfaction group was subject to ANOVA. The results indicated that, as hypothesized, subjects in the complaining condition experienced greater increases in the levels of
SAT1 SAT2 SAT Initial measurement One week later Increase in satisfaction NonNonNonComplaining complaining Complaining complaining Complaining complaining 2.78 4.73 6.37 2.65 4.75 6.29 3.42 5.01 6.25 2.75 4.64 6.12 0.64 0.28 0.11 0.09 0.11 0.18

Groups Low initial satisfaction Medium initial satisfaction High initial satisfaction

Table I. Means of satisfaction scores

EV Increase in product evaluation NonNonNonComplaining complaining Complaining complaining Complaining complaining 3.75 4.71 5.61 3.21 4.40 5.42 4.31 5.03 5.73 3.39 4.23 5.10 0.56 0.34 0.10 0.22 0.09 0.18 EV1 Initial measurement EV2 One week later

Groups Low initial satisfaction Medium initial satisfaction High initial satisfaction

Table II. Means of product evaluation scores

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satisfaction and product evaluation increase compared to subjects in the noncomplaining condition. Table III shows the means for the SAT and the EV variables in the complaining and non-complaining conditions and the corresponding F statistics from ANOVA. Greater complaining Hypothesis 2 ANOVA was conducted on the SAT and EV variables for subjects in the high, moderate and low initial satisfaction conditions. As hypothesized, the ANOVA indicated that subjects in the low initial satisfaction condition displayed greater complaining induced increases in satisfaction and product evaluation than subjects in the moderate or high initial satisfaction groups (see Figures 1 and 2). The means of the SAT and EV variables for the various conditions and the results of the F tests are shown in Table IV. Although the increases in SAT and EV were greatest among customers who were least satisfied initially, even customers who were only moderately satisfied initially showed significant increases in satisfaction and product evaluation as a result of complaining. Hypothesis 3 Hypothesis 3 suggests that the beneficial effect of complaining in increasing satisfaction and product evaluation is influenced by the intensity of complaining. To test this hypothesis step down analysis using multivariate analysis of variance (MANOVA) was conducted (see Bagozzi and Yi, 1989 for details). The first step in the step-down analysis is to show that the
SAT Increase in satisfaction Groups Means Main effect of complaining F (1, 117), p Complaining 0.64 17.15, 0.00 Noncomplaining 0.09 EV Increase in product evaluation NonComplaining complaining 0.56 4.97, 0.03 0.22

Table III. H1 results

Figure 1. Complaining induced increases in satisfaction for subjects in the low, medium and high initial satisfaction conditions
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1 Key Increase in Product Evaluation Low Initial Satisfaction Medium Initial Satisfaction High Initial Satisfaction 0.5

0.5 Non Complaining Complaining

Figure 2. Complaining induced increases in product evaluation for subjects in the low, medium and high initial satisfaction conditions

SAT Increase in satisfaction Groups Low initial satisfaction Medium initial satisfaction High initial satisfaction Main effect of complaining F (1, 595), p Main effect of initial satisfaction F (2, 595), p Complaining 0.64 0.28 0.11

Noncomplaining 0.09 0.11 0.18

EV Increase in product evaluation NonComplaining complaining 0.56 0.34 0.10 19.20, 0.00 8.77, 0.00 0.22 0.09 0.18

20.87, 0.00 14.26, 0.00

Table IV. H2 results

experimental manipulations have significant effects on the dependent variable SAT, EV and CompInt where CompInt is the complaining intensity score. Second, the experimental manipulations should be shown to have no significant effects on SAT and EV once the effects of CompInt have been covaried out. Finally, the experimental manipulations should be shown to have significant effects on CompInt even after the effect of SAT and EV are covaried out. This final step is used to eliminate the alternative model where complaining intensity is caused by (rather than is the cause of) SAT and EV. As indicated in Table V, all the conditions specified above were satisfied with one exception. In step 2, the main effect of the initial satisfaction level on SAT and EV continued to remain significant even after the effects of CompInt were covaried out. This could have happened since consumers whose initial satisfaction ratings were at either extreme would have been more likely to exaggerate their initial satisfaction level. At the second measurement, these consumers may have reverted to more accurate satisfaction evaluations, which in turn would lead the factor Initial
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Experimental effect Complaining Initial satisfaction level Initial satisfaction level complaining

Step 1 Step 2 DV: SAT, EV DV: SAT and Step 3 and CompInt; EV; DV: CompInt; CV: none CV: CompInt CV: SAT and EV (p values of multivariate F-test statistic) 0.00 0.00 0.00 0.35 0.00 0.12 0.00 0.00 0.00

Note: DV refers to dependent variables and CV refers to covariates

Table V. Step-down analysis using MANOVA

Satisfaction Level to remain significant in step 2 of the step-down analysis. However, the findings of the analysis are largely supportive of H3. Hypothesis 4 As briefly noted under methodology, 73 trial members signed up for full membership in the fitness center after being sent a second promotional mailer. Chi-square analysis indicated that complaining had a significant effect on purchasing behavior. Of non-complainers, 9.13 percent (24 out of 263) overall signed up for membership compared with 14.50 percent (49 out of 338) of complainers; 12 = 4.00, p = 0.03 (one sided). 1 Four major findings Managerial implications The four major findings of this paper are: (1) Unhappy customers who were explicitly asked to express their feelings and thoughts experienced greater increases in satisfaction and product evaluation than those who were not specifically asked to express their comments and complaints. (2) The complaining induced increases in satisfaction and product evaluation were greatest for subjects who were least satisfied initially, rather than for subjects who were moderate or high on satisfaction initially. However, even subjects who were only moderately satisfied initially showed significant increases in satisfaction and product evaluation levels. (3) The result of the step-down analysis lends support to the hypothesis that complaining induced increases in satisfaction and product evaluation were influenced by the intensity of complaining. Almost all the significant effects of the experiment on increases in satisfaction and product evaluation disappeared once the effect of complaining intensity was covaried out. (4) Trial members who were encouraged to complain were 58.86 percent more likely (14.50 percent vs 9.13 percent) to sign up for regular membership than those who were not explicitly asked to express their feelings and opinions. Finding 1 suggests that encouraging dissatisfied consumers to express their feelings and opinions may cause increased levels of satisfaction and product evaluation. This is in line with the findings of the TARP (1979) studies, which reported that, even when complaints were not resolved satisfactorily, customers who complained experienced higher levels of repurchase intention compared to those who did not complain at all. Finding 2 indicates that the
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beneficial effects of encouraging complaints are most obvious for the customers who are most dissatisfied and to a lesser extent for customers who are moderately dissatisfied. Finding 3 suggests that on average the more intensely a customer complains, the greater are the increases in satisfaction and product evaluation likely to be. Finally, finding 4 shows that complaining can not only increase satisfaction and product evaluation, but also influence actual purchasing behavior. Consumers who were encouraged to express their complaints were almost 59 percent more likely to purchase membership than consumers who were not asked to express themselves. Encouraging customer complaints The findings of this study does not suggest that marketers should merely solicit complaints without addressing the causes of the consumers' dissatisfaction. Encouraging consumer complaints may be perceived as fraudulent if the consumers do not receive positive responses from the marketer (Goodwin and Ross, 1990). Further, giving consumers a chance to vent or even offering them an apology may not compensate for the failure to provide them with a refund or exchange if that is what the unhappy consumer wants. Clearly, marketers should base their responses to consumer complaints based on the complainer's motives. The effects of complaining in increasing satisfaction, product evaluations and purchasing likelihood should be seen as an added incentive to encourage complaining behavior. Limitations Although this study has found evidence for the beneficial effects of complaining in increasing satisfaction, product evaluation and purchase likelihood, it is unclear what psychological process causes these effects. Although catharsis (venting) is a likely explanation for this, other possible mechanisms could lead to similar changes in satisfaction, product evaluation and purchase likelihood. For example, subjects in the complaining condition may have experienced higher levels of perceived justice or perceived control, and these in turn could have led to the change in satisfaction. Blodgett and Tax (1993) have suggested that giving customers an opportunity to voice their opinions could lead to higher levels of procedural/interactional justice, which could then lead to higher levels of satisfaction. Alternatively, the process of complaining could have triggered heightened cognitive processing, which in turn could have led the subject to examine counterattitudinal information, and that could be what led to the change in satisfaction. Clearly, further research needs to be done to understand better the psychological processes that resulted in the effects demonstrated in this study.
References Alicke, M.D., Braun, J.C., Glor, J.E., Klotz, M.L., Magee, J., Sederholm, H. and Siegel, R. (1992), ``Complaining behavior in social interaction'', Personality and Social Psychology Bulletin, Vol. 18 No. 3, pp. 286-95. Bagozzi, R.P. and Yi, Y. (1989), ``On the use of structural equation models in experimental designs'', Journal of Marketing Research, Vol. 26, August, pp. 271-84. Blodgett, J.G. and Tax, S.S. (1993), ``The effects of distributive and interactional justice on complainants' repatronage intentions and negative word-of-mouth intentions'', Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 6, pp. 100-10. Day, R.L. (1980), ``Research perspectives on consumer complaining behavior'', in Lamb, C. and Dunne, P. (Eds), Theoretical Developments in Marketing, American Marketing Association, Chicago, IL, pp. 211-15. Fornell, C. and Wernerfelt, B. (1987), ``Defensive marketing strategy by customer complaint management'', Journal of Marketing Research, Vol. 24, November, pp. 337-46.
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Goodwin, C. and Ross, I. (1990), ``Consumer evaluations of responses to complaints: what's fair and why'', Journal of Services Marketing, Vol. 4 No. 3, pp. 53-61. Halstead, D. and Page, T.J. Jr (1992), ``The effects of satisfaction and complaining behavior on consumer repurchase intentions'', Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 5, pp. 1-11. Kasouf, C.J., Celuch, K.G. and Strieter, J.C. (1995), ``Consumer complaints as market intelligence: orienting context and conceptual framework'', Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 8, pp. 59-68. Kolodinsky, J. and Aleong, J. (1990), ``An integrated model of consumer complaint action applied to services: a pilot study'', Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 3, pp. 61-70. Kowalski, R.M. (1996), ``Complaints and complaining: functions, antecedents and consequences'', Psychological Bulletin, Vol. 119 No. 2, pp. 179-96. Kowalski, R.M. and Erickson, J.R. (1997), ``Complaining: what's all the fuss about?'', in Kowalski, R.M. (Ed.), Aversive Interpersonal Behaviors, Plenum Press, New York, NY, pp. 91-110. Kowalski, R.M., Cantrell, C.C. and Van Hout, M. (1996), ``Interpersonal and affective consequences of complaints and complaint responses'', unpublished manuscript, Western Carolina University, cited in Kowalski, R.M. and Erickson, J.R., 1997. Nyer, P.U. (1997), ``A study of the relationships between cognitive appraisals and consumption emotions'', Journal of the Academy of Marketing Science, Vol. 25 No. 4, pp. 296-304. Nyer, P.U. (1999), ``Cathartic complaining as a means of reducing consumer dissatisfaction'', Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 12. Oliver, R.L. (1987), ``An investigation of the interrelationship between consumer (dis)satisfaction and complaint reports'' in Wallendorf, M. and Anderson, P. (Eds), Advances in Consumer Research, Vol. 14, Association for Consumer Research, Ann Arbor, MI, pp. 218-22. Oliver, R.L. (1989), ``Processing of the satisfaction response in consumption: a suggested framework and research propositions'', Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 2, pp. 1-16. Pennebaker, J.W. (1990), Opening up, William Morrow and Co., New York, NY. Pennebaker, J.W. and Beall, S.K. (1986), ``Confronting a traumatic event: toward an understanding of inhibition and disease'', Journal of Abnormal Psychology, Vol. 95 No. 3, pp. 274-81. Pennebaker, J.W., Hughes, C.F. and O'Heeron, R.C. (1987), ``The psychophysiology of confession: linking inhibitory and psychosomatic processes'', Journal of Personality and Social Psychology, Vol. 52 No. 4, pp. 781-93. Plymire, J. (1991), ``Complaints as opportunities'', Journal of Consumer Marketing, Vol. 8, Spring, pp. 39-43. Richins, M.L. (1980), ``Consumer perceptions of costs and benefits associated with complaining'', in Hunt, H.K. and Day, R.L. (Eds), Refining Concepts and Measures of Consumer Satisfaction and Complaining Behavior, Indiana University Press, Bloomington, IN, pp. 50-53. Stiles, W.B. (1987), ``I have to talk to somebody: a fever model of disclosure'', in Derlega, V.J. and Berg, J.H. (Eds), Self-Disclosure: Theory, Research and Therapy, Plenum Press, New York, NY, pp. 257-82. Stilwell, N.C. and Salamon, M.J. (1990), ``Complaining behavior in long-term care: a multifactorial conceptualization'', Clinical Gerontologist, Vol. 9 Nos 3-4, pp. 77-90. TARP (1979), Consumer Complaint Handling in America: Final Report, US Office of Consumer Affairs, Technical Assistance Research Programs, Washington, DC.

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This summary has been provided to allow managers and executives a rapid appreciation of the content of this article. Those with a particular interest in the topic covered may then read the article in toto to take advantage of the more comprehensive description of the research undertaken and its results to get the full benefit of the material present

Executive summary and implications for managers and executives

Complaining can be good for your customers and good for you Why do we complain about poor product quality or lousy service? Is it because we want some kind of reparation or redress? Or is it because we want to vent our anger and frustration at the firm responsible? Nyer reports that some research indicates that the most common reason for complaining ``F F F was to vent negative emotions''. We also read that bottling up those negative emotions can cause stress and could contribute to ``F F F long-term health problems''. We do not want bad service nor do we expect it, so when firms let us down we are angry complaining allows us to release those negative feelings and, we hope, get a resolution to or apology for the cause of upset. All this seems common sense and since mistakes and problems are endemic in business requires the clear understanding of management. Yet many firms simply dismiss complaints and even fail to apologise for any upset caused. Fisher et al. (JCM, Vol. 16 No. 6) reported, in an investigation of complaints to the Better Business Bureau branch in St Louis, that firms failed to offer any redress, refused to accept that they had done anything wrong and above all completely failed to say sorry. There are times when I wonder about managers can't they see the problem they cause for their firms by failing to deal with complaints? Dealing with complaints is not fun! We do not like complaints and, in many cases, customers do not like complaining. As we have already noted, dissatisfaction is stressful and, for many people, going to complain is stressful. This problem is made worse by the attitude of employees receiving complaints too often such people seem not to care about the problems faced by the customer. So what contributes to this negative response when people raise complaints? Here are some thoughts:
. .

We don't like admitting a mistake give the customer a load of excuses. The mistake was by somebody else why should you deal with the problem? The customer does not understand how we work this kind of thing happens all the time and other people do not whinge. People who complain are all the same they are just trying to rip us off and get something for free. We're not responsible for the error that was a different organization. The customer is being unreasonable there is nothing wrong with what we have done.

. .

We do not enjoy it when our customers complain but, at the same time, we often fail to appreciate that failing to sort out the problem and mollify the customer will result in an unhappy ex-customer. And that customer will be telling friends and relations just how lousy our firm is. There is now so much evidence of the negative impact of failing to deal with complaints adequately that firms not handling complaints effectively deserve the loss of business. And, in addition to these findings, we know that dealing
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with complaints well results in satisfied even enthusiastic customers. So why don't we do it? Catharsis for customers the role of complaints The dissatisfied customer is angry or at least this is a safe assumption for the marketer. If they do not vent their anger on you they will let rip somewhere else. If you do not want your customers to bore their friends and relations rigid with their tale of your useless service, then you have to offer catharsis you must encourage customers to raise complaints, problems and concerns. Nyer demonstrates that unhappy customers, when ``asked to express their feelings and thoughts experienced greater increases in satisfaction and product evaluation than those who were not asked to express their comments and complaints''. Making it easy to complain is positive even where you deliver perfect service. The customer likes to know you welcome their comments and feedback. While catharsis the opportunity to vent feelings is a good start, it does not necessarily solve your problem. Nyer points out that ``giving customers the chance to vent or even offering them an apology may not compensate for the failure to provide them with a refund or exchange if that is what the unhappy consumer wants''. Listening to the customer and saying sorry are a good start but you may need to do more to repair your relationship with that customer. Doing things right a strategy for handling complaints . Start with the fact that the customer is upset. It does not matter whether their anger is fair or justified it is sufficient that they are cross.
.

Listen to what the customer has to say. Do not have a mechanistic response to complaints or a rigid policy on redress this may not be what the customer wants. And if all the experts in the world say you have got the right policy, that does not make a bit of difference to your customer. They are still upset. Say sorry. In so many cases an apology is all the customer wants and preferably an apology that is not followed by a catalogue of explanations, caveats and excuses. Just say you are sorry and leave it at that. Find out what you can do to repair the situation a refund, exchange, redoing the work, free product. Remember that, if you get the response right, that customer will be satisfied and will return to buy again. Ask the customer what they want and, so far as is possible, give it to them. Record the details of the complaint and investigate why the product or service failed. You will never eliminate errors but, by addressing problems as they arise, you will avoid the disaster of a customer experiencing the same mistake twice. Be prepared to train staff in complaint handling and insist that dealing with customers' problems is a priority.

There is no excuse for failing to address customer complaints. And, since complaining can increase ``F F F satisfaction, product evaluations and purchasing likelihood'' you should make it as easy as you can for customers to raise their concerns and have them addressed. (A precis of the article ``An investigation into whether complaining can cause increased consumer satisfaction''. Supplied by Marketing Consultants for MCB University Press.)
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