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How should companies respond to complaints? Measuring satisfaction among Generation Z online shoppers
Journal of Cultural Marketing Strategy,
7
(1),
49-62
(2022)
Abstract
When responding to a customer complaint, companies can choose between five response strategies, namely: apology, excuse, justification, denial and no response. This study proposes a conceptual model for measuring a customer’s satisfaction with how their complaint is handled. Based on a survey of over 300 college students, the study finds that following a service failure, Generation Z consumers value apologies over any other response strategy. These findings serve as a reminder to external communication managers and strategic communicators not to ignore the traditional crisis communication strategy of apology when communicating with Generation Z consumers.
Keywords: Generation Z; apology; corporate response; digital age; online review; angry customers
The full article is available to subscribers to the journal.
Author's Biography
Young Joon Lim is an associate professor at the University of Texas Rio Grande Valley, where he teaches public relations and communication research. His research focuses on integrated marketing communication and corporate reputation management.
Jennifer Lemanski Young Joon Lim is a professor at the University of Texas Rio Grande Valley, where she teaches advertising and media campaigns. Her research focuses on advertising campaigns, marketing strategies and media effects.
