In customer service, when is a full refund justified?

• Main Author: CHANG, Hannah H.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2023
• Subjects: Business Law, Public Responsibility, and Ethics; Social Media
• 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
• Institution: Singapore Management University

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...