Quejas de clientes¿Amenazas u oportunidades?

  1. Cambra-Fierro, Jesús
  2. Melero Polo, Iguácel
  3. Vázquez-Carrasco, Rosario
Livre:
Estrategias de distribución y comportamiento de compra multicanal: tendencias y oportunidades para que fabricante y distribuidor rentabilicen sus decisiones de marketing
  1. Vázquez Casielles, Rodolfo (coord.)
  2. Trespalacios Gutiérrez, Juan Antonio (coord.)
  3. Estrada Alonso, Eduardo (coord.)
  4. González Mieres, Celina (coord.)

Éditorial: KRK ; Cátedra Fundación Ramón Areces de Distribución Comercial ; Universidad de Oviedo

ISBN: 978-84-8367-431-4

Année de publication: 2013

Pages: 33-43

Type: Chapitre d'ouvrage

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Résumé

organizations frequently regard customers complaints as treats not realizing that these interactions are potential opportunities to better understanding customers and strengthen their relationships. furthermore, the development of information technologies (IT) has improved this process and when they are wellmanaged, complaints may also improve the competitive position of organizations. based on these premises, we propose a decision-making case which can be used as reference to reflect upon and discuss with students about the importance of handling possible customers complaints and how these situations may improve profitability.

La source de données: Dialnet