Organizational Responses to Consumer Complaints: An Examination of Effective Remediation Tactics

Mistakes are common in business and can lead to negative repercussions for organizations. However, through the use of explanations, firms can diminish the negative consequences of their errors. The current study used a field stimulation to examine organizational explanations (excuses, justifications, and excuses) and their components (believable, appropriate, considerate, and responsible) to determine which factors make a difference in consumer satisfaction following organizational failures. Results, interpreted through the lens of expectancy violations theory, suggest that various components of explanations and the form of explanations used in remedial responses influence people's perceptions of organizations and organizational responses following complaints about failures.