Reports on a study to investigate the impact of customer
satisfaction of different types of company responses to letters of
complaint. Considers the effects on consumers of various defensive
marketing strategies: letter and free good, letter only, and no
response. Surmises that the results support the notion that appropriate
defensive marketing strategies can improve the company′s image among
customers who write complaint letters.
This study investigates the perception by purchasing agents of industrial salesmen and saleswomen on attributes that are important in determining buyer acceptance of the salesperson. Purchasing agents rated salesmen and saleswomen differently, but without discriminating against saleswomen.
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