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In a majority of firms, marketing managers are evaluated on the basis of improving the productivity or efficiency under their purview. However, in the contemporary highly competitive environment, there is greater demand from consumers as they always are pursuing immediate access to products high in quality but low in price. This puts even greater pressure on efficiency in marketing.

Although there is a general agreement on the importance of the consumer correspondence handling function, specific steps businesses can take to satisfy consumers are relatively unexplored empirically. This study examines 300 consumers' responses to actual manufacturers' letters addressing complaints and compliments. The discussion focuses on understanding the components of consumer satisfaction to manufacturers' responses and provides suggestions to businesses to increase that satisfaction level. (Reprinted by permission of the publisher.), Although there is general agreement on the importance of the consumer correspondence handling function, specific steps businesses can take to satisfy consumers are relatively unexplored empirically. This study examines 300 [...]

Consumer Correspondence: An Exploratory Investigation of Consistency Between Business Policy and Practice Effective handling of consumer correspondence is recognized as one way for businesses to maintain and enhance relationships with [...]