A Theoretical Model for Understanding Satisfaction/Dissatisfaction Outcomes of Complaint Responses

Abstract

Studies exploring satisfaction/dissatisfaction as outcomes of complaint responses have been generally scant in the literature. However, TARP research (1986; 1979) suggests that an investigation into the conditions under which complaints can be converted into satisfaction appears critical for marketing effectiveness. To help guide such an investigation, this paper proposes a theoretical model of processes that underlie the complaint response---> satisfaction/dissatisfaction link.