Research on Complaint Response Mechanism from the Perspective of Relationship Marketing

DOI

10.2991/978-94-6463-874-5_112How to use a DOI?

Keywords

Relationship marketing; complaint response mechanism; service remediation; customer relationship management; trust repair

Abstract

As market competition intensifies and customer rights awareness rises, the complaint response mechanism has become a core vehicle for corporate relationship marketing. This study focuses on enterprises, using the “interaction-trust-commitment” theoretical framework, and employs literature analysis to systematically explore the optimization paths of the complaint response mechanism from a relationship marketing perspective. Research has found that constructing a four-dimensional response system, which includes response methods, speed, attitude, and measures, can significantly enhance customer satisfaction and reduce negative word-of-mouth. Multi-channel responses under the principle of digital collaboration (such as AI customer service and human service coordination) can greatly shorten the complaint handling cycle, while emotional communication strategies can significantly improve the efficiency of customer trust repair. Based on this, the study proposes a three-stage model of “Prevention-Response-Creation,” emphasizing the deep transformation of complaint value through big data early warning, personalized solution design, and transparent responsibility tracing. This research expands the application boundaries of relationship marketing theory in intelligent customer service scenarios, providing theoretical support and practical guidance for companies to build long-term customer relationship management mechanisms.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yang Zhang
PY  - 2025
DA  - 2025/11/03
TI  - Research on Complaint Response Mechanism from the Perspective of Relationship Marketing
BT  - Proceedings of the 2025 International Conference on Financial Innovation and Marketing Management (FIMM 2025)
PB  - Atlantis Press
SP  - 965
EP  - 973
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-874-5_112
DO  - 10.2991/978-94-6463-874-5_112
ID  - Zhang2025
ER  -