From the Archives: Preventing Negative WOM Via Dissatisfaction Response
Consumer response to a minor dissatisfaction is generally minimal and reaction to serious dissatisfaction often involves the spreading of negative word of mouth, regardless of other factors in the situation. It is in between these two extremes that companies have the most opportunity to do damage control with dissatisfied customers, according to Marsha L. Richins' article in the Winter 1983 edition of the Journal of Marketing. One of the best ways to mitigate customer reaction is to provide customers with an accessible, easy-to-navigate means for voicing complaints.
"If complaints are encouraged, the retailer has the chance to remedy legitimate complaints and win back a customer who may also make positive reports to others, enhancing good will," Richins writes. "Even if the complaint is not settled to the customer's satisfaction, he/she is more likely to repurchase than if no complaint is made."
