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The Conversation USA

Complaints are different when customers think a company cares

  • Written by Vivek Astvansh, Associate Professor of Quantitative Marketing and Analytics, McGill University

When a consumer has a bad experience involving a company’s products – be it purchasing a car with a safety defect, becoming the victim of a data breach or having baggage lost by an airline – you might think he or she wouldn’t care too much about the business’s good intentions.

But the opposite appears to be true. When...

Read more: Complaints are different when customers think a company cares

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