Key points are not available for this paper at this time.
Dissatisfied consumers have the opportunity to complain, and businesses can respond to these complaints. Research into what occurs following this response has been sketchy and incomplete. This study attempts to integrate what is known about organizational response to complaints and consumer reaction to that response. A model of post‐complaint processes is offered and tested using a sample of complainants who wrote to an oil company.
Mary C. Gilly (1987) studied this question.