Consumer Evaluations of Responses to Complaints: What’s Fair and Why

Suggests that theories of procedural fairness can offer insights into the effectiveness of complaint‐handling strategies. Discusses complaint‐handling strategies, equity theory, distributive fairness, procedural fairness, interactional fairness and how marketers can best satisfy complainers. Concludes that firms need to have complaints procedures which consumers feel treat them fairly; which involves appearing genuinely responsive, rather than offer apologies by rote.