In customer service, when is a full refund justified?
In a commentary, SMU Associate Professor of Marketing Hannah Chang discussed the challenges in achieving balance between making genuine amends for the specific incident and strategic reputation management when customers complain. She also noted the challenges in balancing between offering genuine re...
Saved in:
| Main Author: | |
|---|---|
| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2023
|
| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/7443 https://ink.library.smu.edu.sg/context/lkcsb_research/article/8442/viewcontent/20231012_STHT_Opinion_B04_30x40_D.pdf |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Singapore Management University |
| Language: | English |
| Summary: | In a commentary, SMU Associate Professor of Marketing Hannah Chang discussed the challenges in achieving balance between making genuine amends for the specific incident and strategic reputation management when customers complain. She also noted the challenges in balancing between offering genuine redress and not setting precedents that encourage unreasonable demands. Assoc Prof Chang also shared how companies can take preventive measures by setting clear policies for refunds or compensation, and monitoring online sentiment to stay ahead of brewing issues, thus allowing businesses to address concerns in real time. |
|---|