Consumers Who Correspond With Business: A Profile And Measure Of Satisfaction With Responses

Abstract

To investigate the personal characteristics of consumers who correspond with business and their level of satisfaction with businesses responses, 300 adults were interviewed. Fifty-five percent had written complaint, praise, or inquiry letters to businesses. About half of those consumers receiving responses were highly satisfied with them. Further analysis revealed that consumers correspondence behaviors and satisfaction with business responses varied according to individual consumer characteristics. Implications and recommendations for nurturing customer satisfaction are discussed.