In Search of the Gift of Feedback: The Moderating Role of Trust on Retailer-Customer Communication
Seidman College of Business
The common practitioners' adage is that feedback is a gift. Indeed, feedback allows companies to gauge their performance, understand their customers, and to improve products and services. Yet, many consumers don't complain, they simply exit the relationship. A key question then becomes -- how can consumers be put in the giving spirit all year long? Based on communication theory the authors tested the relationship between communication quality and feedback. Furthermore, as trust is the foundation of good relationships, a moderating effect is investigated. Consistent with predictions, for customers having stronger trust in the retailer, communication quality positively affected feedback provided.
2011 Summer Marketing Educators' Conference
San Francisco, CA
Walz, Anna; Celuch, Kevin G.; and Robinson, Nadine M., "In Search of the Gift of Feedback: The Moderating Role of Trust on Retailer-Customer Communication" (2011). Faculty Scholarly Dissemination Grants. 248.