Featured Research

from universities, journals, and other organizations

Inviting customer complaints can kill business

Date:
November 29, 2012
Source:
University of British Columbia
Summary:
Giving customers a chance to complain can be a bad idea if customers believe they're to blame for a product's failure, a new study shows.

Giving customers a chance to complain can be a bad idea if customers believe they're to blame for a product's failure, a new study from the Sauder School of Business at UBC shows.

"It's commonly assumed that giving customers a chance to voice grievances allows companies to maintain relationships," says Marketing Professor Darren Dahl, who co-authored the recent Journal of Marketing study with PhD student Lea Dunn.

"But our research shows that when a person feels implicated in a product's failure -- think building Ikea furniture -- they're more likely to shift blame to the product when complaining and increase ill will toward it."

In an experiment, subjects were divided into two groups and directed to replicate the preparation of an "award-winning smoothie." All of the participants were set-up to fail with poor quality food processors.

Half the group was made to feel the smoothie failure was their fault and the other half was told that it was likely a machine malfunction.

Participants primed to believe the failure was their fault rated the machine lower on a nine-point scale after complaining -- 3.29 -- versus the same participants who were not given the chance to complain -- 4.31.

Participants primed to blame the processor rated the device higher after given the chance to complain -- 4.02 versus 3 out of nine.

A further experiment showed that when self-blamers were provided with affirmative statements about their competence, they became more likely to rate a product favourably after complaining -- 5.22 versus 3.36 on a nine-point scale.

"With companies turning to social media to communicate with consumers, the power of customer complaints has been amplified," says Professor Dahl. "Our study shows that companies shouldn't just let people sound off. They need to be stroking egos, as well."


Story Source:

The above story is based on materials provided by University of British Columbia. Note: Materials may be edited for content and length.


Cite This Page:

University of British Columbia. "Inviting customer complaints can kill business." ScienceDaily. ScienceDaily, 29 November 2012. <www.sciencedaily.com/releases/2012/11/121129111837.htm>.
University of British Columbia. (2012, November 29). Inviting customer complaints can kill business. ScienceDaily. Retrieved July 31, 2014 from www.sciencedaily.com/releases/2012/11/121129111837.htm
University of British Columbia. "Inviting customer complaints can kill business." ScienceDaily. www.sciencedaily.com/releases/2012/11/121129111837.htm (accessed July 31, 2014).

Share This




More Mind & Brain News

Thursday, July 31, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Dieting At A Young Age Might Lead To Harmful Health Habits

Dieting At A Young Age Might Lead To Harmful Health Habits

Newsy (July 30, 2014) Researchers say women who diet at a young age are at greater risk of developing harmful health habits, including eating disorders and alcohol abuse. Video provided by Newsy
Powered by NewsLook.com
It's Not Just Facebook: OKCupid Experiments With Users Too

It's Not Just Facebook: OKCupid Experiments With Users Too

Newsy (July 29, 2014) If you've been looking for love online, there's a chance somebody has been looking at how you're looking. Video provided by Newsy
Powered by NewsLook.com
How Your Face Can Leave A Good Or Bad First Impression

How Your Face Can Leave A Good Or Bad First Impression

Newsy (July 29, 2014) Researchers have found certain facial features can make us seem more attractive or trustworthy. Video provided by Newsy
Powered by NewsLook.com
Losing Sleep Leaves You Vulnerable To 'False Memories'

Losing Sleep Leaves You Vulnerable To 'False Memories'

Newsy (July 27, 2014) A new study shows sleep deprivation can make it harder for people to remember specific details of an event. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

    Environment News

    Technology News



      Save/Print:
      Share:

      Free Subscriptions


      Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

      Get Social & Mobile


      Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

      Have Feedback?


      Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
      Mobile: iPhone Android Web
      Follow: Facebook Twitter Google+
      Subscribe: RSS Feeds Email Newsletters
      Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins